SDIA Project
The Israel Aids Task Force asked Y&R Tel Aviv to continue their efforts to put Aids back on the public agenda.
The Agency decided to use the power of radio.
The idea was to demonstrate Aids infection by "infecting" the country with a hit pop song.
"Sdia", a new mysterious band, released a new song named "Going all the way." The catchy song was played on all radio stations in the country and started to spread immediately.
Within 6 weeks, some amazing things happened:
- The Sdia song was broadcast so often, that if you summed up all broadcasts of the song – it adds up to more than 5 consecutive hours of broadcast! – Millions of shekels worth of free exposure.
- Three weeks into the campaign, Sdia ranked #4 on the National "Music Hit List" published by Yedioth Ahronoth (the country's leading daily newspaper).
- The increasing popularity of the song led to some great collaboration, while still keeping the story a secret from the general public:
- The "Going all the way" ringtone ranked 9th on Cellcom's "Most Downloaded Ringtones" list (Israel's largest cellular operator) and was featured on the front page of the "orange music" portal.
- The "Going all the way" song was chosen as the soundtrack for a Nokia online banner campaign promoting their new music-playing handset. There alone, it was played over 80.000 times.
- More than 300 coffee-shops and restaurants played the song once every hour for an entire month (via YCD Company) and generated more than 150.000 exposures at hotspots around the country…and counting.
- The song made it to the "Guy Pines Show", the most important Entertainment show in the country.
- The song made it to MTV Europe and started being broadcast on World Aids Day.
- The country was infected.
The unraveling occurredon December 1st, the World Aids Day, at a rock concert in one of Tel Aviv's biggest clubs:
"Sdia" is "Aids" spelled backwards. The song and its suggestive lyrics were in fact the annual AIDS Task Force campaign.
Everybody realized how easy it is to get infected. Get tested!