Campaign launched for 'shy' condom buyers

A new initiative launched in India is hoping to encourage condom buying among the country's young men.

The I Am Not Shy campaign - organised by state-run Hindustan Latex Limited (HLL) - is being directed at people who are bashful when it comes to purchasing the prophylactics.

It has been unveiled today (Monday July 11th) as part of World Population Day and comes after recent figures revealed many individuals in India do not make use of contraceptive methods.

Adoor Prakash, Kerala health minister, kicked off the scheme at a medical store in the city - and plans are in place for condoms to be distributed from public areas such as bus stands and railway stations.

HLL representative M Ayyappan said World Population Day - which has been running for more than 20 years - "reaffirms the right of people to plan their families and future. It is an occasion to further scale up the activities aimed at helping the people to enjoy this right".