In 2005, Breakthrough continued its effort to challenge men with “What Kind of Man Are You?” -- the first mass-media campaign in India to direct ask men to wear condoms to protect their wives from HIV/AIDS infection. It put a spotlight on the fact that more than 2 million married women with HIV/AIDS in India are infected by their husbands. A taboo issue within Indian society, the campaign questioned stereotypes and created national dialogue about a woman's right to negotiate safe sex within her marriage. As part of the campaign, Breakthrough also developed India's first text message HIV/AIDS helpline in partnership with Rediff; the helpline received more than 10,000 queries.

The campaign's lyrical prose was penned by ad guru Prasoon Joshi. Mandira Bedi and Samir Soni donated their celebrity to advance the cause as the stars of Maati (Breakthrough’s MTV nominated music video featuring the vocals of Shubha Mudgal), and as media spokespersons who advocated for women's human rights in numerous press conferences across the country.

Created pro-bono by McCann Erickson, the campaign was featured on 160 mainstream media outlets and won Silver and Bronze in the Public Service and Political Advertising category at the Advertising Agencies Association of India Awards.

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