This year, the Aids Task Force mission was to make more people 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 hasn't taken an HIV test. Together with all radio stations in the country we created a 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. The open idea platform was a collaboration between PR, Advertising, Media and Content for one goal, and one message: "Get Tested".

We invited all the main portals in the country to share the site's link under the word SEX to help promote it on Google search. We also recruited a SEO professional to help us optimize the site and bloggers were also recruited to write about the project and share the link. Surfers who reached the site were introduced to the campaign and were given instructions how they can help and promote the site.

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.