The Problem: 2.3 million people in India are living with HIV/AIDS, and the infection rate is rising.Our message: Condoms help prevent the spread of HIV/AIDS. There’s a huge cultural barrier however- talking about condoms in India is taboo.Our challenge: To communicate in a way that would get everyone talking about condoms.The ExecutionInternationally renowned artist Jason Hackenwerth created a giant installation of the HIV virus made from thousands of condoms.Launched on the eve of World Aids day by Officials from the UN, Indian Government and Bollywood stars, in Mumbai’s main train station where 3.8 million people pass through daily. When the condoms deflated, the virus appeared to be destroyed.The ResultSo controversial it made the front page of The Times of India, The Mumbai Mirror and The Asian Age.Total newspaper coverage reached over 23.3 million readers, with TV news items seen by a combined audience of over 40 million.Heroes Project achieved their aim: India started talking about condoms.

We commissioned internationally renowned artist Jason Hackenwerth to create a giant installation, over 30 feet high, of the HIV virus made from thousands of condoms.He flew from New York to create this unique installation in situ.The condom sculpture was positioned outside Mumbai’s Chatrapati Shivaji Terminus (the main train station) for maximum visibility and impact.A controversial and provocative act in a country that won’t even talk about condoms, railway officials tried to ban it before the government intervened.3.8 million people pass through the station daily and were able to experience this first hand.The installation was unveiled on the eve of World Aids day by Officials from the UN, the Indian Government and Bollywood stars.Then, as the condoms deflated, they became a metaphor for destroying the virus.

So controversial it made front-page headlines before it was even launched.

It made the front page of The Times of India, The Mumbai Mirror and The Asian age together with articles in many other newspapers with a combined circulation of over 23.3 millionIt made over 30 websites and numerous web video news articles.Karan Johar (India’s biggest film director) Tweeted about his involvement to his following of over 165,000 on Twitter.It was reported by CNN and became a prime time news item on many other channels such as DD10, Saam Marathii, NDTV and News 9, reaching a combined audience of over 40 millionAll from a budget of less than $50,000.And Heroes Project achieved their aim: India started talking about condoms.