Objective

To reduce HIV transmission by making condom use memorable, normal and discussable, particularly in societies where direct communication about sex and condoms was culturally difficult or politically sensitive. Launched and used during the height of the HIV/AIDS crisis, when 22 million people died of AIDS.

Audience

Sexually active people — particularly young adults — in countries with high HIV prevalence, while also providing broadcasters, AIDS organizations, clinics, hospitals, universities, schools and health educators with ready-to-use prevention material.

Method

Twenty animated PSAs featuring three talking condoms. Sexual humour, double meanings and familiar situations lead repeatedly to a simple prevention message: sex without protection carries risk. Animation enabled condoms themselves to become characters and made it possible to discuss sex in places where comparable live-action material could be rejected by broadcasters.

The core creative insight was to make a taboo subject funny enough to watch, simple enough to remember and adaptable enough to cross cultures.

Languages

45 languages, adapted under Kharas’s supervision, giving the campaign the ability to communicate directly with a large majority of the world’s population in languages they understood. 

Where used

Used in more than 150 countries, across Africa, Asia, Latin America, Eastern Europe and elsewhere. Distribution ranged from national television and NGOs to health clinics, hospitals, universities, schools and large public venues. Some broadcasters aired the films up to 20 times per day. (Chocolate Moose Media)

Evidence/impact

This is perhaps CMM’s clearest example of a small creative intervention achieving enormous cultural penetration.

Reader’s Digest estimated “millions of lives” were saved. It reported that after the campaign appeared in South Africa, pharmacies found customers referring to condoms as “amigos” — evidence that the animated characters had entered popular language and helped make condoms more discussable. (Chocolate Moose Media)

A Carleton University CHAIM Centre profile records Kharas’s account that a major African condom social marketer reported sales rising from approximately 18 million condoms before the campaign to 46 million and then 56 million in subsequent periods, and estimated that tens of thousands of infections had been prevented. (Carleton University)

The campaign also received the Peabody Award and 29 other international awards. Archbishop Desmond Tutu, its principal international supporter, described the films as a powerful communications tool and praised their ability to be understood regardless of language or culture. Chocolate Moose Media

Partners

Created by Firdaus Kharas and Brent Quinn, with an international volunteer production team. The United Nations facilitated versions in its six official languages during the campaign’s international expansion. Archbishop Desmond Tutu became its principal high-profile supporter. Broadcasters, HIV/AIDS organizations, hospitals, clinics, universities and NGOs around the world became distribution partners and users. (Chocolate Moose Media)

Watch

Watch on Vimeo

Download/use rights

Free to view, distribute and use. The campaign was deliberately disseminated without charge so that lack of funding would not prevent a broadcaster, clinic, NGO, school or community organization from using the material.