Last night the CEO of the Aids Task Force, Jonathan Karni, unveiled this year's campaign for the "World Aids Day": The "SDIA PROJECT".
The project which launched 6 weeks ago was based on a song called "Going all the way", about a girl with easy virtue, created by an unknown band called "SDIA".

The song which was released to all the Radio Stations in the country and was meant to spread and reach as many people as possible, set out to prove one point only:
See how easy it is to get infected. Get tested!

…And the campaign, which started on all the radio stations in the country, proved that point... Here's the song being played on The Big Brother Show in Israel.

Agency credits Agency: Shalmor Avnon Amichay/Y&R Interactive Chief Creative Officer: Gideon Amichay Executive Creative Director: Tzur Golan Creative Director: Amit Gal Copywriter: Geva Kochba Art Director: Shirley Bahar Executive Client Director: Adam Avnon Account Supervisor: Shiran Chen Account Manager: Galia Ashri/Esti Smilg Interactive Credits Executive Interactive Director: Guy Poreh Copywriter: Nadav Raviv Account Supervisor: Dana Cogan Head Programmer: Dima Patt Studio Manager: Lena Feldman Media Planning: Racheli Ben-Avi

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.