The campaign was created to try to overturn a decline in condom use and sales in eight states in northern India - Delhi, Rajasthan, Uttar Pradesh, Uttaranchal, Madhya Pradesh, Chattisgarh, Bihar and Jharkhand - that together comprise 45 per cent of the national condom market.
It used two messages: that 'condom' is not a delicate word and it should be discussed freely, and that condoms should be used by everyone, and not just by people in high-risk groups.
Celebrities endorsed the campaign in public service announcements (PSAs) for television, a campaign podcast was issued on YouTube, editorial meetings were held with 20 publications and broadcast channels to encourage them to carry reports on the issue and a "viral video" featuring the scenario of a shy customer being encouraged by a retailer to ask for condoms was mass mailed.
The UN Department of Public Information (DPI) announced Friday that the campaign had won this year's UN Grand Award, an award it jointly sponsors with the International Public Relations Association (IPRA) to recognize excellence in campaigns that tackle priority issues before the world body. The award will be presented Nov 6 in London.
"Condom Bindaas Bol" was created by the public relations company Weber Shandwick and is the result of a joint effort of PSP-One, a United States Agency for International Development (USAID) project, the Indian Government's Ministry of Health & Family Welfare and ICICI Bank.
Two other campaigns received honourable mentions for the prize: Singapore's "Yellow Ribbon Project," aimed at promoting the rehabilitation back into society of ex-offenders released from jail, and "Daddy Send Me To School," which was launched by the Turkish newspaper Milliyet to improve women's access to education.