The Aids Task Force's goal was to get people and teenagers in particular, which had enough of the AIDS issue, to talk about it again. Instead of using radio for its commercial breaks, we aimed for the core of the medium: music content.We decided to harness the power of radio content to help the Israel Aids Task Force.

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, was used in a Nokia banner ad 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.

From an issue teens didn't want to hear about any more, AIDS awareness became part of the discussion again …And it all started with a Band that didn’t really exist but made a big difference.

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 TVshow)•Reviewed by Israel’s #1 E-Entertainment TVshow.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 T.V, radio, newspapers, the internet and MTV Europe.+75% media coverage of World Aids Day vs. 2009