Every time you have unprotected sex, a little doubt is born
Posted by Marc | 12-05-2009 22:31 | Category: Awards, Health
To mark the International Aids Day, all radio stations in Israel (20 different competitors) joined broadcasting together, and aired a 1 minute radio spot simultaneously at precisely 07:59, the highest rating time of the day. The simultaneous spot from the Israel Aids Task Force which was based on the insight that “Every time you have unprotected sex, a little doubt is born” asked people to switch radio station and see for themselves that they could not escape the “little” doubt.
The results:
- 1 radio spot, aired 1 day only, reached one third of the country’s population.
- The event made headlines and was covered extensively by all radio stations, but also by TV news broadcasts, internet sites and daily papers
- The number of visitors to the Aids Task Force website increased by 56% (Google Analytics).
- HIV testing increased by 41% making December 2008 the highest HIV test period ever.
The Radio Event, created by Shalmor Avnon Amichay/Y&R Interactive for the Aids Task Force, won a Merit at the 2009 One Show Awards.
Related post from the Israel Aids task force: Aids: Doubt Kills
Advertiser:
Israel Aids Task Force
Agency:
Shalmor Avnon Amichay / Y&R Interactive Tel Aviv
Additional credits:
Chief Creative Officer: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative director: Amit Gal
Copywriter: Geva Kochba
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