What Kind of Man Are You?

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Breakthrough’s award winning campaign, “What Kind of Man Are You?” directly asks men to wear condoms to protect their wives from infection. Reports show that 2 million women in India are infected with HIV/AIDS—and most of them have contracted it from their husbands.

The campaign itself was created by ad guru Prasoon Joshi, who personally penned the lyrical prose. Mandira Bedi and Samir Soni leant their star power to advance the cause, not only as the stars of Maati, (Breakthrough’s MTV nominated music video set to the vocals of Shubha Mudgal), but also as media spokespersons who advocated for the rights of women in numerous press conferences across the country.

In addition to our cult classic music video, the multi-media campaign contained video, radio PSA and billboards. Over 162 articles appeared in the national and regional press and every main line television channel featured the campaign, thus centre-staging the issue of a husband’s responsibility to protect his wife from the infection.