In Israel it is forbidden to display branded content in television shows – on all general channels and on the commercial channels as well. Therefore, branded content are displayed primarily on the net.

The Israeli AIDS task force involvement in the 'London and Kirshenbaum' show on channel 10, especially on the international aids day was exceptional and unusual.

Two of the most famous couples on TV and radio swapped their partners and broadcasted each with the other's partner to send the message: it doesn't matter who's your partner as long as you know his HIV status. During the programs they talked about the importance of careful behaviour and awareness, especially when you don’t have a permanent partner.

With a rating of 17.5 on television and 118,000 listeners on the radio, the partner swapping project not only earned media, but also took over the media, and marked December 1st 2011- world AIDS day, in an exceptional way.