"Practice safe sex," the three condom headline blared.
In an effort to curb skyrocketing HIV-infection rates, officials in Andhra Pradesh smacked three condoms onto the front page of thousands of newspapers to spread the safe sex message.
"Earlier we distributed condoms at wine shops and bars, through milk vendors and at pan (tobacco) shops but we met with lukewarm response," Ashok Kumar, director Andhra Pradesh's AIDS Control Society, told Reuters.
Infections are up 25 to 28 percent in Andhra Pradesh, according to a recent study by the National AIDS Control Organziation. A figure that warrants front page news. In the face of these statistics, AIDS / HIV activists and health officials grow increasingly desperate and creative about disseminating the safe sex message out.
The United Nations says 5.7 million people live with the virus in India, a figure activists say may be much higher.