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.