Israel Cancer Association (ICA) Promo, Case study RADIO SILENCE by Gitam BBDO Tel Aviv


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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Israel
Agency Gitam BBDO Tel Aviv
Creative Director Igal Hazan
Art Director Gal Shkedi, Yael Gerzon
Copywriter Daniel Zaks, Anat Segal
Released December 2009

Credits & Description

Category: Best Use of Radio
Date of First Appearance: Dec 30 2009 12:00AM
Entrant Company: GITAM BBDO, Tel Aviv, ISRAEL
Chief Creative Director: Guy Bar (Gitam BBDO)
Creative Director: Igal Hazan (Gitam BBDO)
Copywriter: Daniel Zaks (Gitam BBDO)
Copywriter: Anat Segal (Gitam BBDO)
Art Director: Yael Gerzon (Gitam BBDO)
Art Director: Gal Shkedi (Gitam BBDO)
Chief Executive Officer: Adi Cohen (Gitam BBDO Soho)
Account Manager: Eldar Avraham (Gitam BBDO)
Chief Executive Officer: Golan Ferzer (Gitam BBDO Contact)
Account Manager: Eyal Saada (Gitam BBDO Contact)
Media placement: Radio - 99FM, 102FM Radio Tel Aviv - 30.12.2009

Results and Effectiveness
Within only 3 days we reached million and a half listeners and viewers approximately! And most importantly: we helped to raise millions of shekels for the Israeli cancer association. And that is what we called: "It was worth waiting!"

Creative Execution
We decided to let people feel what it's like to wait for something they really need. In order to reach out to as many people as we could, we decided to take action not during the regular advertising break, but during the broadcast of the most popular TV and radio shows, where people are really waiting for them to start… And so, for three days, we simply asked the hosts to delay the beginning of their show by sitting quietly for about 10 seconds, without saying a word - every time they are back from commercial break!!! And that makes the audience at home wait impatiently… For the success of the campaign, we managed to recruit all of the leading radio and TV station in Israel, including tens of the most popular shows.

Insights, Strategy & the Idea
In our preparation for the annual "door to door" raising activity of the Israel cancer association, we search for a perceptible idea, that will transfer the message, that two thousand cancer patients are urgently waiting for donations.