The basic idea behind this campaign which was done in collaboration with PSPOne-USAID was to motivate readers to talk boldly about condom without any hesitation and to accept condoms as any other product which they use in their day to day life. The unmet need of contraceptive is also very much attributed to the taboos associated with such products. It was an attempt to break such taboos on the part of service providers as well as people availing such services and products. Condom not only controls population it also gives protection to Men-Women from many STI disease and HIV/AIDS.
This campaign has been internationally recognized and acclaimed.