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Category
Innovation in Radio / Radio
Annual ID
141293A
About the Work
On Worlds AIDS Day, we recruited radio stations from across the country and asked them to do something that has never been done before: changing the lyrics to their station jingle while keeping the familiar tune.
We produced three different messages we wanted to convey for each of the stations:
HIV is not transmitted by kissing
HIV is not transmitted by hugging
HIV is not transmitted by a hand shake
Both local and national radio stations cooperated with us on this campaign and the jingles received nationwide coverage with over 700,000 listeners exposed to the message, every hour, throughout the day.
Apparently - it is possible to change the un-changeable.
We produced three different messages we wanted to convey for each of the stations:
HIV is not transmitted by kissing
HIV is not transmitted by hugging
HIV is not transmitted by a hand shake
Both local and national radio stations cooperated with us on this campaign and the jingles received nationwide coverage with over 700,000 listeners exposed to the message, every hour, throughout the day.
Apparently - it is possible to change the un-changeable.
2014 Awards
Total Points: 5
Merit
Credits
Agency
Y&R Israel / Herzliya
Art Director
Danielle Vogel
Chief Creative Officer
Guy Bar
Creative Director
Dror Nachumi
Moshe Saikevich
Producer
Lirona Spivak
Rotem Gal
Sound Designer
Roy Shen Zoor
Writer
Oren Bennaim
Agency Producer
Shira Robas
Music / Sound
Paula Valstein
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