Groundbreaking Condom Billboard Erected in Mizoram's Capital
In a bold move challenging deep-seated public resistance, the first explicit vertical billboard promoting condom use has been installed on the walls of one of Aizawl's largest shopping malls. Measuring an impressive 30 feet by 5 feet, this pioneering advertisement represents a significant victory for public health advocates in a state where approximately 95% of the population traditionally opposes such public displays.
"It's turning heads for all the right reasons," declares prominent LGBTQ+ rights activist Manvendra Singh Gohil, who serves as brand ambassador for AHF (AIDS Healthcare Foundation)—India Cares. "When this billboard went up recently, it marked a major breakthrough in our ongoing efforts to normalize conversations about sexual health."
Addressing Mizoram's Critical HIV Situation
The timing of this initiative couldn't be more crucial, as Mizoram currently holds the unfortunate distinction of having India's highest adult HIV prevalence rate. For the past eight years, AHF—India Cares has maintained close collaboration with the state government through the Mizoram State AIDS Control Society (MSACS) to implement comprehensive awareness programs.
These efforts have included diverse approaches such as signature drives, cultural performances, and most recently, a fashion show where models showcased outfits crafted from dried condoms as part of International Condom Day celebrations on February 13. The event garnered official support from Pi Lalrinpuii, Mizoram's Health and Family Welfare Minister, who offered encouraging words for the initiative.
Innovative SPOT Cafes Provide Safe Spaces
Beyond traditional awareness campaigns, the partnership has introduced SPOT (Safe Place for Open Talk) cafes—a first-of-its-kind café-based public health innovation in the region. These welcoming establishments serve as discreet hubs where young people can access free HIV and STI testing, confidential counseling, treatment support, and prevention tools including complimentary condoms.
"Counselling plays a crucial role too," explains Manvendra Singh Gohil. "At these cafes, people from various age groups receive professional guidance while enjoying coffee and snacks in a stigma-free environment. The growing community support for these initiatives represents a positive shift in attitudes."
Love Brigade 2.0 Campaign Gains Momentum
Another innovative approach making waves is the Love Brigade 2.0 campaign, which employs two-wheeler taxi riders wearing specially designed condom jackets. This unique distribution model allows passengers and the general public to discreetly access free condoms while normalizing conversations about protection.
Dr. V Sam Prasad, Country Program Director at AHF—India Cares, emphasizes the campaign's importance: "As global health funding decreases, condoms remain among the most cost-effective tools for preventing HIV and other sexually transmitted infections. The rising STI rates serve as a warning that we're quietly losing ground in this battle."
The campaign's "just use it" slogan has gained popularity while addressing what Dr. Prasad identifies as a critical public responsibility: "Condom access must be affordable, widely available, and stigma-free. We cannot stop new HIV infections or curb rising STIs—particularly syphilis—without placing condoms at the center of prevention strategies. This requires a multi-pronged approach with government support to ensure free or affordable condoms reach everyone who needs them."
Initial responses to the Love Brigade 2.0 initiative have been overwhelmingly positive, suggesting that Mizoram may be witnessing the beginning of a transformative attitude shift regarding sexual health awareness and condom normalization.
