The BBC World Service Trust India has launched a new safer-sex ring tone that sings “Condom, condom!” to eliminate HIV/AIDS stigma and make condom use more socially acceptable, The Associated Press reports.

The a cappella ring tone—which chants the word “condom” more than 50 times—has been downloaded 60,000 times since its August 8 debut.

“We've made a conscious effort to move the concept of the condom away from negative association, like HIV and sex work,” said Yvonne MacPherson, country director of the BBC group funded by The Bill & Melinda Gates Foundation. “A ring tone is a very public thing. It's a way to show you are a condom user and you don't have an issue with it.”

According to the AP, nearly 2.5 million people in India are living with HIV/AIDS.