Radio Innovative Use of RadioEntrant:
Shalmor Avnon Amichay / Y&R Interactive,
AIDS Awareness "Get Tested Project"
Credits Corporate Name of Client: AIDS Task Force Agency Account Directors: Adam Polachek/Shiran Chen Gross/ Inbal Stern Agency: Shalmor Avnon Amichay /Y&R Interactive, Tel Aviv Chief Creative Officer: Gideon Amichay Executive Creative Director: Tzur Golan Creative Director: Amit Gal Copywriter: Orit Bar Niv Recording Studio: SHAPA
Basic description of the project: This year, the AIDS Task Force mission was to make more people get tested.
On World AIDS Day, our radio campaign had a core idea:
We invited anchors from all radio stations to take an HIV test 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"