Doubt
The AIDS Task Force in Israel asked Y&R Tel Aviv to put AIDS back on the public agenda. The agency created an interactive radio spot that was broadcast on World AIDS Day at precisely 7:59 a.m., the highest rating time of the day.
Every single radio station in the country simultaneously broadcast the same spot at the same exact moment. The spot interacted with listeners and challenged them to switch radio stations. But switch as they might, listeners could not escape the “doubt” — the constant and inescapable worry of not being tested for HIV.
The spot created a one-time-only radio event. One radio spot aired one time reached a third of the country’s population. The event made radio headlines and was naturally covered by all radio stations, but also TV news broadcasts, Internet sites and daily papers. HIV testing increased by 41%, making December 2008 the highest HIV test period ever. The number of visitors to the AIDS Task Force website, according to Google analytics, increased by 56%.