The One Show
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Category
Public Service/Political Radio / Single
Annual ID
09302R
About the Work
Brief: Mark the "International Aids Day", and have more people get HIV tested.
Solution: Radio EVENT.
First time ever, we joined all country's 20 radio stations to simultaneously broadcast the same spot, at 7:59am, highest rating-time of the day.
The spot presented "the little doubt" character, born out of unprotected sex, which nagged listeners to switch stations. No matter how many stations switched, listeners couldn't escape.
Results:
1 radio spot, aired 1day only, reached one third of the country's population.
41% Increase in people getting HIV tested.
December 2008 was the highest HIV tests period ever.
56% Increase in number visitors to the Aids Task Force website. (Google Analytics)
The project gained great PR, all over.
Solution: Radio EVENT.
First time ever, we joined all country's 20 radio stations to simultaneously broadcast the same spot, at 7:59am, highest rating-time of the day.
The spot presented "the little doubt" character, born out of unprotected sex, which nagged listeners to switch stations. No matter how many stations switched, listeners couldn't escape.
Results:
1 radio spot, aired 1day only, reached one third of the country's population.
41% Increase in people getting HIV tested.
December 2008 was the highest HIV tests period ever.
56% Increase in number visitors to the Aids Task Force website. (Google Analytics)
The project gained great PR, all over.
2009 Awards
Total Points: 5
Merit
Credits
Creative Director
Gideon Amichay
Tzur Golan
Amit Gal
Writer
Geva Kochba
Ran Cory
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