AIDS TASK FORCE: GET TESTED PROJECT Y&R Tel Aviv para The Aids Task Force

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AIDS TASK FORCE: GET TESTED PROJECT

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Sector HIV/AIDS (en)
Media Promo / PR
Mercado Israel
Agencia Y&R Tel Aviv
Executive Creative Director Tzur Golan
Creative Director Amit Gal
Art Director Shirley Eva Bahar
Copywriter Orit Bar Niv
Account Supervisor Shiran Chen Gross
Publicado junio 2011

Premios

Cannes Lions 2011
PR Lions Best use of Broadcast Silver

Creditos y descripciones

Type of Entry: Technique
Category: Best use of Broadcast
Advertiser/Client: AIDS TASK FORCE
Product/Service: AIDS AWARENESS
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
PR/Advertising Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL

Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Director: Amit Gal (Shalmor Avnon Amichay / Y&R Interactive)
Art Director: Shirley Eva Bahar (Shalmor Avnon Amichay / Y&R Interactive)
Copywriter: Orit Bar Niv (Shalmor Avnon Amichay / Y&R Interactive)
Client Director: Executive Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisor: Shiran Chen Gross (Shalmor Avnon Amichay / Y&R Interactive)
Account Manager: Inbal Stern (Shalmor Avnon Amichay / Y&R Interactive)
Head of Strategic Planning: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive)
Planning Director: Hila Tamir (Shalmor Avnon Amichay / Y&R Interactive)
Planner: Niva Ziv (Shalmor Avnon Amichay / Y&R Interactive)
Recording Studio: (SHAPA)

Describe the campaign/entry:
This year, the Aids Task Force mission was to make more people to get tested.
1. Early discovery can mean the difference between life and death
2. Knowing your status is crucial in order not to pass the virus on to others.

The vast majority of the Israeli population haven't taken a HIV test.

All our efforts were aimed for World Aids Day, 1.12.10. Together with all radio stations in the country we created a PR campaign which 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 evening the campaign included more than 20 hours of original branded content. The open idea platform was collaboration between PR, Advertising, Media and Content for one goal, and one message: "Get Tested". The results: HIV tests more than doubled compared to 2009.
Describe the brief from the client:
Increase the amount of HIV tests by 15%. Put the subject back on the public agenda. The target audience is 18+ (Young population mainly). It is difficult to reach them directly and therefore it is important to take prominent action that will reach them where they are present and their listening levels high. We decided to use radio as young people connect strongly with music and radio is a popular media in Israel.
Results:
The day after - for the first time since the founding of the Central Test Center, a line of people stretched in front of the center's doors; which was a very unusual sight for the Aids Task Force people.More than 20 hours of original branded content were created including items, interviews with Aids Task Force volunteers and CEO, doctors etc. and personal music choices by the anchors.
The anchors' personal example pushed listeners into action:
December 2010 resulted in the highest HIV test rates in the History of the Aids Task Force. The number more than DOUBLED compared to 2009.
Execution:
Three weeks before–meetings with all station managers to collaborate in the Project. Week before - draft letter sent to all stations managers (document #1+2) 3 days before–conversations with anchors to convince them to take LIVE tests – a non-conventional request. 1 day before - anchors that agreed were due to air early morning. They received a document containing the messages to communicate (#3+4). Morning of World Aids Day –PR message to media + calls to the main health editors and reporters (#5+6). Radio announcements (#8+9 and Folder 4 in CD). The anchors which agreed to take the test were impactful. We spread it to the different media channels, which published the item. The turning point. More anchors agreed to be tested. More than 30 leading anchors took the test LIVE. TV and Internet channels broadcast the tests LIVE on breaking news reports (Folder 3 in CD).
The Situation:
The Task Force found it difficult to pass these messages to the public. People were not coming to test centers and not aware of the test that gives you results in 30 min. 70% of the Israeli population haven't taken a HIV test ever.

With new medical treatments available, the Aids epidemic has become a chronic disease and not terminal. This results in complacence and tiredness from hearing about the dangers of HIV. The target audience had enough of the "frightening" strategy adopted by advertising agencies – it is transparent to it.
The Strategy:
We decided that the best way to legitimize the HIV tests issue is to create a large and meaningful PR event in collaboration with leading public opinion leaders – top Radio anchors. The leading anchors in Israel will take tests LIVE during broadcast and get results LIVE – in that way they will set an example to all young listeners and can make the difference.
We collaborated with all radio stations in the country on World Aids Day, 1.12.10. We created an open platform – a platform which the anchors can use and become the Task Force's ambassadors. We created the open platform for them and they created the content, the interviews and items. The stations and anchors felt the responsibility to get the message through to the public, to bring their angle on the issue and to set an example – not as an advertising campaign, but as a PR and content campaign.