Breaking a Taboo on Safe Sex Practices in India
AIDS Healthcare Foundation (AHF) India launched India’s first ‘Free Condom Store’ to raise awareness about safe sex practices. India is home to the world’s third-largest population of HIV positive people, over 2.1 million, but condom social acceptance, use and availability remain too low to meet the need. For the launch, AHF engaged with politicians, government bodies and celebrities. #FreeCondomStore trended for nearly 4 hours on Twitter, and AHF earned more than 6 million impressions. The campaign reached 3 million people, including more than 350,000 who viewed the Free Condom Store video.