Sunday is father's day. A day society sets aside to honor our own fathers, and the fathers of our children. But one other generation of fathers is not getting enough attention--the fathers our sons will become (or not become). As of 2002, roughly 70 percent of young men had sex by age 19 even though less than a third are likely to be married by the time they reach 30. That's a lot of years to be careful about not getting pregnant until he's ready to be a dad. Most single guys in their early 20s are using some form of protection (85%), but that leaves 15% using nothing at all. And of those who say they use a condom only about one third say they use it every time.

The result? Among 15 to 24 year olds, 20% have already fathered a pregnancy, with roughly half being unplanned and most being outside of marriage (and that doesn't even count the pregnancies they don't know about).

My point? While we're busy reminding our sons to send a nice card or call their dads on father's day, let's take the opportunity to talk to our sons--remind them that being a dad is hard work, life changing even, and something that should wait until two people are committed to each other and to parenthood for the long haul. And that means being responsible in their relationships. It's one of the best ways to honor how awesome dads can be.

A couple months back I was at Nationals Park (or, as I like to call it, my living room) watching my beloved Washington Nationals lose yet another game. As the grounds crew prepared the field for that night's game, I noted a particularly hairy individual watering the grass. Turns out the hirsute guy was a plant—part of the Geico caveman advertising campaign. After a few minutes watering the lawn as a member of the grounds crew, the caveman was flashed onto the gi-normous television screen hanging in center field and a good laugh was had by all. Human product placement!

Reflect for a moment on all the innovative and engaging campaigns you have seen over the past two years—from insurance, to beer, to fill in your personal favorite here. Now think about all the innovative campaigns you have come across in the oddly-named field of reproductive health. Ready? Go...

Waiting... tick, tick, tick

Give up?

Me too.

The ugly truth is that most campaigns at preventing teen and unplanned pregnancy and encouraging people to take sex, pregnancy, and family formation a bit more seriously are, at best, stuck in neutral (if by neutral you mean approximately 1987). Of course, there may be practical and idealogical reasons for all this; bold social marketing efforts in reproductive health land are frequently dismissed by true believers as disrespectful, preachy, fear-based, shame-filled, or they are simply precluded by media outlets from being aired at all.

All of which brings us to a truly engaging mass media effort underway in India to—in the words of the creators—"make condoms more socially acceptable and improve the image of the condom user as a smart and responsible person." One listen to the condom ring tone and you will understand what I mean by an engaging, innovative and—dare I say it—fun social marketing effort.

See the TV ad, listen to the fabulous-can't-get-enough-of-it ringtone, and learn more about this innovative effort. Now start you own campaign! Remember, no giraffes, rainbows, or unicorns allowed.

Listen to this Youth Radio commentary that aired on NPR and weep.  The commentary suggests that sex without condoms is the modern day equivelent of an engagement ring.  What?