Type of Entry: Use of Media
Category: Best Use of Radio
Title: DOUBT
Advertiser/Client: THE AIDS TASK FORCE
Product/Service: INTERNATIONAL AIDS DAY
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Advertising Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Creative Credits
Name Company Position
Gideon Amichay Shalmor Avnon Amichay/Y/R Interactive Tel Aviv Chief Creative Officer
Tzur Golan Shalmor Avnon Amichay/Y/R Interactive Tel Aviv Executive Creative Director
Amit Gal Shalmor Avnon Amichay/Y/R Interactive Tel Aviv Group Creative Director
Geva Kochba Shalmor Avnon Amichay/Y/R Interactive Tel Aviv Copywirter
Ran Cori Shalmor Avnon Amichay/Y/R Interactive Tel Aviv Art Director
Adam Avnon Shalmor Avnon Amichay/Y/R Interactive Tel Aviv Account Executive
Shiran Chen Shalmor Avnon Amichay/Y/R Interactive Tel Aviv Account Supervisor
Details
Results and Effectiveness:
Results: - 1 radio spot, aired 1day 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.
Creative Execution:
The Creative Solution: A Radio Event that was interactive and got listeners to act immediately. On World Aids Day, December 1st, at 7:59 AM, the highest rating time of the day we made all radio stations in the country; simultaneously broadcast the same spot. The spot presented "The little doubt", a character, born out of unprotected sex who nagged listeners directly to switch stations immediately. But no matter how many stations they switched, they could not escape. Message: Is the doubt bothering you? Get a quick anonymous HIV test at the Israel Aids Task Force and get rid of the doubt.
Insights, Strategy and the Idea:
Insight: With new medical treatments available people were under the mistaken impression Aids no longer kills. Unprotected sex was rising as were the number of new HIV cases. Objective: Mark the "International Aids Day", increase awareness to the dangers of unprotected sex and have mor
The Ambient Advert titled DOUBT was done by Shalmor Avnon Amichay/y&r advertising agency for product: International Aids Day (brand: The Aids Task Force) in Israel. It was released in the Jun 2009.
The Aids Task Force: AIDS Anti-Stigma
TV & Cinema
Case study