SDIA PROJECT for The Aids Task Force

SDIA PROJECT

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: AIDS TASK FORCE
Product/Service: NATIONAL AIDS DAY AWARENESS
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Creative Director: Amit Gal (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Copywriter: Geva Kochba (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Art Director: Shirley Bahar (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Client Director: Adam Avnon (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisor: Shiran Chen Barazani (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Managers: Galia Ashri, Esti Smilg (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Interactive Director: Guy Poreh (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Copywriter: Nadav Raviv (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Account Supervisor: Dana Cogan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Programmer: Alex Vasilenko (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Studio Manager: Lena Feldman (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Media Planning: Racheli Ben-Avi (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Office Producers: Sigal Nugasy, Shira Robas, Marina Akilov, Daniel Kedem (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Musical Production / Writing: Ran Shem Tov, Shiri Hadar (IZABO)
Singer: Roni Alter
Motion Graphics: Lior Sadeh, Elad Magdasy (LivyatanVisual)
Photographer: Eitan Nadel
PR company: Moran Paz, Ayelet Segev, Chen Yanovitz (Moran Paz PR)
Media placement: Radio - All Together 18 Radio Stations: Galey-Tzahal, Galgalatz, Shapam Radio, Shapa Rad - 15 October 2009
Media placement: Ringtone - Cellcom Cellular - 5 November 2009
Media placement: Internet - SDIA Minisite - 1 November 2009
Media placement: Video Clip - Channel 2, Channel 10, 24 Music Channel, MTV Europe - 22 October Till Today

Summary of the Campaign
With the number of HIV cases in Israel showing an upward trend, we needed to raise awareness about how easy it is to get infected. Goal: get people who had had enough of the AIDS issue, to talk about it again. We created a band named SDIA, released a song and video clip "Going all the way", and sent it to all radio stations. On World Aids Day, after the song caught and the band got media interest, we revealed the secret behind the band: SDIA is AIDS (spelled backwards) Instantly, people turned from music fans to active players in a social campaign. See how easy it is to infect. The secret band was the trigger for an ongoing PR story. The more the song caught, the more curiosity it created about the band SDIA. When the secret was revealed, the story even became bigger and a second wave of PR coverage began. Because this was for a public cause and the solution we created was unique, buzz about the Aids issue grew by 75% more than the year before: the Aids issue was back on the public agenda. National TV, radio, newspapers, the internet and MTV Europe covered the story.

The Goal
Get people, teenagers in particular, who had had enough of the AIDS issue, to talk about it again.

Results
The campaign generated millions of dollars worth of earned media. BEFORE SDIA’s secret was revealed: • Over 8 HOURS of radio airtime within weeks • Ranked No.4 on Israel’s music chart • Ranked No.9 on the "Most Downloaded Ringtones" list • Played once every hour in 300 coffee shops. • Used as The "Big Brother" Show wake-up theme (most popular TVshow) • Reviewed by Israel’s No.1 "E-Entertainment" TVshow • Used by Nokia as theme song in a banner ad AFTER SDIA’s secret was revealed: The SDIA story and the AIDS issue became breaking news and a top media story that earned the Task Force a 2nd wave of free media coverage on National T.V, radio, newspapers, the internet and MTV Europe. +75% media coverage of World Aids Day vs. 2009

Execution
We created a fictitious band named SDIA, released a song called "Going all the way" and sent it to all radio stations. We also recruited a PR professional to circulate small bits of information to the media. Once people started spreading the song, media interest picked up and generated unpaid coverage. On World Aids Day, after the song caught and people were engaged, at a music PR event at one of Tel Aviv's largest clubs and in the presence of all the media, we revealed the band secret: SDIA = AIDS (Spelled backwards) And this is actually the Aids Task Force's Annual World Aids Day Campaign. People turned from music fans to active players in a social campaign. Hours of apparently innocent entertainment content became a meaningful message at once: "See how easy it to infect". A second wave of free and earned media began.

The Situation
Contrary to the global trend that shows a 17% decrease in the number of people infected with AIDS every year, Israel is growing in the opposite direction with an increase in the number of people infected. Today there are 4,525 known Aids patients. According to estimates, there are another 6,374 people who are HIV positive, some of whom are not even aware they are infected. Compared to the world, the number of cases is relatively low but the upward trend is worrying enough to justify a campaign to try and raise awareness about how easy it is to get infected.

The Strategy
The secret band was the trigger for an ongoing PR story. The more the song caught the more curiosity it created about the band SDIA. When the secret was revealed, the story even became bigger and a second wave of PR coverage began. Because this was for a public cause and the solution we created was unique, buzz about the Aids issue grew: the Aids issue was back on the public agenda.