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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about the author

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 after growing up in Kiruna, Raleigh and Jiddah.