CONDOM BEFORE SEX by Y&R Tel Aviv for The Aids Task Force

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CONDOM BEFORE SEX

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Industry HIV/AIDS
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Art Director Dan Kashani
Copywriter Maayan Dar
Designer Nadav Hauptman
Account Supervisor Merav Greenshtein
Released February 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AIDS TASK FORCE
Product/Service: AIDS AWARENESS
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Feb 15 2011
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://yri.co.il/cannes/2011/aids_seo/
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Directors: Sagi Blumberg/Roy Cohen (Shalmor Avnon Amichay / Y&R Interactive)
Copywriter: Maayan Dar (Shalmor Avnon Amichay / Y&R Interactive)
Art Director: Dan Kashani (Shalmor Avnon Amichay / Y&R Interactive)
Designer: Nadav Hauptman (Shalmor Avnon Amichay / Y&R Interactive)
Studio Manager: Karin Mazor (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisor: Merav Greenshtein (Shalmor Avnon Amichay / Y&R Interactive)
Account Manager: Gadi Margulian (Shalmor Avnon Amichay / Y&R Interactive)
Chief Executive Officer/Co-Founder: Ron Pick (Clickwise- SEO Company)
Media placement: Internet - Minisite - Condomb4sex.org - 15 February 2011
Media placement: Internet - Links Under The Word "סקס" - Most Popular Israeli's Portals (Walla, Ynet, NRG Etc.) - 15 February 2011
Media placement: Internet - Links Under The Word "סקס" - Popular Israeli's Blogs (Zroob, Holes In The Net Etc.) - 15 February 2011

Insights, Strategy & the Idea
To promote condomb4sex.org, a site which talks about the importance of using a condom. Our goal was to make the site the #1 search result on Google search under the toughest search word of all: SEX. If a condom should come first in real life, it should also come first in the internet. And there is no better way to do this than by using Google and the way sites appear on its search results. People search for sex related sites through Google and it was most appropriate that our site will appear before all others to remind them to put a condom before sex.

Creative Execution
We invited all the main portals in the country to share the site's link under the word SEX to help promote it on Google search. We also recruited a SEO professional to help us optimize the site and bloggers were also recruited to write about the project and share the link. Surfers who reached the site were introduced to the campaign and were given instructions how they can help and promote the site.

Results and Effectiveness
Condomb4sex.org started made its way to the top, page by page, slowly but surely. Tens of thousands visited the site without any other promotion. Overtaking millions of SEX search results, the site has risen to #11, the campaign is still running.