It is not very sexy to write about radio ads these days but this award winning one is great.
To mark the International Aids Day, all radio stations in Israel (20 different competitors) joined broadcasting together, and aired a 1 minute radio spot simultaneously at precisely 07:59, the highest rating time of the day. The simultaneous spot from the Israel Aids Task Force which was based on the insight that “Every time you have unprotected sex, a little doubt is born” asked people to switch radio station and see for themselves that they could not escape the “little” doubt.
Listen to the award winning radio ad here
The results:
- 1 radio spot, aired 1 day only, reached one third of the country’s population.
- The event made headlines and was covered extensively by all radio stations, but also by TV news broadcasts, internet sites and daily papers
- The number of visitors to the Aids Task Force website increased by 56% (Google Analytics).
- HIV testing increased by 41% making December 2008 the highest HIV test period ever.
The Radio Event, created by Shalmor Avnon Amichay/Y&R Interactive for the Aids Task Force, won a Merit at the 2009 One Show Awards.
The radio ad is part of a wider campaign.
See the video ‘Doubt’ here:
