The Aids Task Force Print THE ERASER POSTCARD by Y&R Tel Aviv

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THE ERASER POSTCARD

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Industry HIV/AIDS
Media Print, Magazine & Newspaper
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Amit Gal
Art Director Shirley Eva Bahar
Copywriter Orit Bar Niv
Account Supervisor Shiran Chen Gross
Released January 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: THE ISRAELI AIDS TASK FORCE
Product/Service: AIDS AWARENESS
Agency: 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)
Art Director: Shirley Eva Bahar (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Copywriter: Orit Bar Niv (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisor: Shiran Chen Gross (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Manager: Inbal Stern (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Head Of Strategic Planning: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Planning Director: Hila Tamir (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Creative Chairman: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Media placement: Post Cards - Israel and 13 country's all over the world - 1/5/11

Describe the objective of the promotion.
The objective of the promotion was to make the audience feel for even a short amount of time the way a HIV positive person feels when his close surroundings find out his status.
Using a simple operation of scanning the postcard, the scanner experienced a fictitious erasing of all of his phone contacts.

Describe how the promotion developed from concept to implementation.
Dealing with the anti-stigma brief that came from the client, there became a desire to emotionally connect to HIV carriers and from there came the idea to illustrate the awful feeling of friends disappearing. Developing the smart card enabled us to create a scan which enabled a film to show up that mocked the familiar graphics of contacts being deleted until the point was clear.

Explain why the method of promotion was most relevant to the product or service.
This is a classic promo method since it requires activity and action. The postcard served as a teaser that calls for action, only after the active action was made, the consumer was exposed to the message.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The postcard was spread through the country in over a 100,000 copies and all of them were taken from the postcard stand.
The postcard launched the shift from regular postcards to interactive smartcards. The campaign was adapted by 13 postcard distributors around the world and fitted to each country specifically. The campaign continues to more countries during 2012 as well.