Cultural condoms bridge divide in AIDS battle

BANGKOK (AFP) - Condoms packaged with a hint of humour and tailored towards specific cultural groups have proved an imaginative solution to help stem the spread of AIDS, a family planning charity said at the world AIDS forum.

Using provocative marketing -- "Snakes are dangerous in the bush, cover its head so it won't bite you" -- the Marie Stopes International charity has targeted Australia's Aboriginal community in its first condom campaign for a developed country.

The marketing of the "Snake" condoms, packaged in the red, black and yellow of the Australian aboriginal flag, has sparked both comment and sales, according to spokeswoman Rachel Molloy.

"We've tried to approach this very serious issue in a very humorous way because the campaigns that have been most successful are the ones that have been a bit cheeky and a bit naughty," she said.

"Young aboriginals told us they saw condoms as a white man thing and not culturally relevant," she said.

An unexpected bonus has been that the condoms have been snapped up by other Australian teenagers, fewer than half of whom currently use condoms during sex, according to polls.

"All young people are embracing the brand and loads of non-aboriginal kids are buying them as well," said Malloy.

She said the charity had also had a runaway success in India with its "Fire" branded condoms.