Aids Task Force: The "Get Tested" Project by Y&R Tel Aviv for The Aids Task Force

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Aids Task Force: The "Get Tested" Project

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Industry Public awareness, HIV/AIDS
Media Film, Radio, Digital, Interactive & Mobile
Market Israel
Agency Y&R Tel Aviv
Copywriter Orit Bar Niv, Executive Client Director
Released January 2011

Awards

Golden Drum 2011
Radio Social & charity Silver Drum

Credits & Description

Product and services category:
Aids Awarness
Registrant:
SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV
Country:
ISRAEL
Brand name:
Aids Task Force
Advertising agency, city:
Shalmor Avnon Amichay / Y&R Interactive Tel Aviv, Tel Aviv
Art director:
Shirley Eva Bahar
Creative director:
Amit Gal
Other credits:
Copywriter: Orit Bar Niv, Executive Client Director: Adam Polachek, Account Supervisor: Shiran Chen Gross, Account Manager: Inbal Stern, Head of Strategic Planning: Yoni Lahav, Planning Director: Hila Tamir, Planner: Niva Ziv

Creative idea explanation:
This year, the Aids Task Force mission was to make more people to get tested. On World Aids Day, our radio campaign had a core idea:We invited anchors from all radio stations to take HIV tests LIVE and get results LIVE. The "Get Tested" campaign was an open idea platform. Anchors used the platform to make the campaign their own. At the end of the day the campaign included more than 20 hours of original branded content. The open idea platform was a collaboration between Advertising, Media, Content and PR for one goal, and one message: "Get Tested"