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

Music and its lyrics are influential tools that often carry important messages of a political, romantic or social nature.

We decided to harness this power to help the Israel Aids Task Force:We created a fictitious band named SDIA, and recorded a catchy song called "Going all the way" that described the life of a girl with "easy virtue" which we sent to all radio stations.In addition we created a video clip. All the campaign elements: the lyrics, music and video clip were created especially for this project. On December 1st World Aids Day, after the song caught on, we revealed the band's secret:SDIA = AIDS (spelled backwards)Now the song and lyrics took on their full meaning:Unprotected sex and easy virtue can lead to Aids.Music had proved its worth again as it spread our important social message to teenagers all over the country

Radio was the trigger:Instead of using radio for its commercial breaks, we aimed for the core of the medium: music content. We created a fictitious band named SDIA, released a song called "Going all the way" and sent it to all radio stations.

Simultaneously we filmed a video clip and opened a MySpace website for the band. Within a short time the song was being played on the radio and the clip was making the rounds. The song was played in coffee shops and was adopted by the "Big Brother" TV show as their wake-up theme.On World AIDS Day, after the song caught, we revealed the band's secret:SDIA = AIDS (Spelled backwards)And this was the World AIDS Day Campaign.People had turned from unsuspecting music fans to active players in a social campaign. Hours of apparently innocent content became a meaningful message at once.

BEFORE SDIA’s secret was revealed:• Over 8 HOURS of radio airtime within weeks• Ranked #4 on Israel’s music chart• Ranked #9 on the "Most Downloaded Ringtones" list • Played once every hour in 300 coffee shops.• Used as the "Big Brother" Show wake-up theme (most popular TV show)• Reviewed by Israel’s #1 "E-Entertainment" TV show.AFTER SDIA’s secret was revealed:The SDIA story and the AIDS issue became breaking news and a top media story that earned the Task Force a 2nd wave of free media coverage on National TV, radio, newspapers, the Internet and MTV Europe.+75% media coverage of World AIDS Day vs. 2009