Aids Task Force: SDIA Project

The Israeli Aids Task Force ran the SDIA campaign in 2009. The task force aimed to raise the issue of Aids awareness, especially among the young generation.

Aids Task Force: SDIA Project

Shalmor Avnon Amichay / Y&R Interactive Tel Aviv

SUMMARY

The Aids Task Force's goal was to get people and teenagers in particular, which had enough of the AIDS issue, to talk about it again. Instead of using radio for its commercial breaks, we aimed for the core of the medium: music content. We decided to harness the power of radio content to help the Israel Aids Task Force.

We created a fictitious band named SDIA, released a song and video clip called “Going all the way” and sent it to all radio stations. Within a...

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