China launched its first major television campaign this week to promote condom use to prevent the spread of HIV/AIDS, according to Reuters.

The article says China will have an estimated 50,000 new HIV infections in 2007, compared with 70,000 in 2005, according to a report by the State Council (Cabinet) and the United Nations last week. That means the country will have about 700,000 people living with HIV/AIDS this year, up from an earlier estimate of 650,000.

While the ad may appear timid compared to ones used elsewhere in the world, Chinese actor Pu Cunxin said it marked a breakthrough that sex was now able to be discussed publicly.

“That this appears on television is a very big advance,” he said. “But the question of sex and condoms is still taboo. Sex is not bad. It’s something that should be talked about.”

According to the article, condom use in China among vulnerable groups such as prostitutes and men who have sex with men remains low.

Watch one of the commercials, featuring Jackie Chan:

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