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Get Tested Project

文案cnen
Take an HIV test and know your status. Get Tested
基本信息
行业: 公益与非盈利组织
媒体:广播
时间:2010年12月1日
投放:以色列
风格: Minimalism
说明cnen
Describe the campaign/entry:
This year, the Aids Task Force mission was to make more people to get tested. 1. Early discovery can mean the difference between life and death 2. Knowing your status is crucial in order not to pass the virus on to others. The vast majority of the Israeli population haven't taken a HIV test. All our efforts were aimed for World Aids Day, 1.12.10. Together with all radio stations in the country we created a PR campaign which had a core idea: We invited anchors from all radio stations to take HIV tests 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 evening the campaign included more than 20 hours of original branded content. The open idea platform was collaboration between PR, Advertising, Media and Content for one goal, and one message: "Get Tested". The results: HIV tests more than doubled compared to 2009.
Describe the brief from the client:
Increase the amount of HIV tests by 15%. Put the subject back on the public agenda. The target audience is 18+ (Young population mainly). It is difficult to reach them directly and therefore it is important to take prominent action that will reach them where they are present and their listening levels high. We decided to use radio as young people connect strongly with music and radio is a popular media in Israel.
The Strategy:
We decided that the best way to legitimize the HIV tests issue is to create a large and meaningful PR event in collaboration with leading public opinion leaders – top Radio anchors. The leading anchors in Israel will take tests LIVE during broadcast and get results LIVE – in that way they will set an example to all young listeners and can make the difference. We collaborated with all radio stations in the country on World Aids Day, 1.12.10. We created an open platform – a platform which the anchors can use and become the Task Force's ambassadors. We created the open platform for them and they created the content, the interviews and items. The stations and anchors felt the responsibility to get the message through to the public, to bring their angle on the issue and to set an example – not as an advertising campaign, but as a PR and content campaign.
Execution:
Three weeks before–meetings with all station managers to collaborate in the Project. Week before - draft letter sent to all stations managers (document #1+2) 3 days before–conversations with anchors to convince them to take LIVE tests – a non-conventional request. 1 day before - anchors that agreed were due to air early morning. They received a document containing the messages to communicate (#3+4). Morning of World Aids Day –PR message to media + calls to the main health editors and reporters (#5+6). Radio announcements (#8+9 and Folder 4 in CD). The anchors which agreed to take the test were impactful. We spread it to the different media channels, which published the item. The turning point. More anchors agreed to be tested. More than 30 leading anchors took the test LIVE. TV and Internet channels broadcast the tests LIVE on breaking news reports (Folder 3 in CD).
The Situation:
The Task Force found it difficult to pass these messages to the public. People were not coming to test centers and not aware of the test that gives you results in 30 min. 70% of the Israeli population haven't taken a HIV test ever. With new medical treatments available, the Aids epidemic has become a chronic disease and not terminal. This results in complacence and tiredness from hearing about the dangers of HIV. The target audience had enough of the "frightening" strategy adopted by advertising agencies – it is transparent to it.
Results:
The day after - for the first time since the founding of the Central Test Center, a line of people stretched in front of the center's doors; which was a very unusual sight for the Aids Task Force people.More than 20 hours of original branded content were created including items, interviews with Aids Task Force volunteers and CEO, doctors etc. and personal music choices by the anchors. The anchors' personal example pushed listeners into action: December 2010 resulted in the highest HIV test rates in the History of the Aids Task Force. The number more than DOUBLED compared to 2009.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
客户经理:
客户企划:
制作公司:
其他职位:Executive Client Director: Adam Polachek
Head of Strategic Planning: Yoni Lahav
Planning Director: Hila Tamir
Recording Studio: SHAPA
奖项
戛纳国际创意节 2011
银奖 公关活动
Technique
The One Show 2011
银铅笔 公共服务
Radio
Eurobest - The European Advertising Festival 2011
银奖 直效
Best Use of Radio as a Medium
Eurobest - The European Advertising Festival 2011
铜奖 直效
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2011
铜奖 直效
Best Use Of Broadcast In A Promotional Campaign
The Cresta Awards 2011
优胜奖 环境互动媒体
Ambient Media
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