SDIA Project, Aids Task Force

THE BAND THAT DIDN'T EXIST
MADE A BIG DIFFERENCE

INSTEAD OF USING RADIO
FOR ITS COMMERCIAL BREAKS,
WE AIMED FOR THE CORE OF THE MEDIUM:
ACTUAL MUSIC CONTENT.


SDIA = AIDS

To get teens who had enough of the AIDS issue to talk about it again, we aimed for the core of the medium: music content.

We created a band named SDIA, released a song "Going all the way" and sent it to all radio stations. It got over 8 HOURS worth of airtime within weeks.
On World Aids Day, after the song caught and people engaged and shared it,
we revealed the secret behind the band:

SDIA is AIDS (Spelled backwards)

Instantly, people turned from passive music fans to active players in a social campaign. The song, lyrics and hours of innocent radio content became a meaningful message at once. This is the power of music content.

Category:

People & Blogs

Tags:

• SDIA
• aids
• world aids day
• HIV
• music
• Gideon Amichay
• Shalmor Avnon Amichay Y&R