PLEASE NOTE: This entry has an audiovisual presentation, which will be shown to you in a separate viewing session.Please take this material into account when voting for this entry.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. 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.

We created a fictitious band named SDIA, released a song called "Going all the way" and sent it to all radio stations.

We also recruited a PR professional to circulate small bits of information to the media. Once people started spreading the song, media interest picked up and generated unpaid coverage.

On World Aids Day, after the song caught and people were engaged, at a music PR event at one of Tel Aviv's largest clubs and in the presence of all the media, we revealed the band secret:SDIA = AIDS (Spelled backwards)And this is actually the Aids Task Force's Annual World Aids Day Campaign.People turned from music fans to active players in a social campaign.Hours of apparently innocent entertainment content became a meaningful message at once: "See how easy it to infect".A second wave of free and earned media began.

The campaign generated millions of dollars worth of earned media.BEFORE SDIA’s secret was revealed:• Over 8 HOURS of radio airtime within weeks• Ranked No.4 on Israel’s music chart• Ranked No.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 No.1 "E-Entertainment" TVshow• Used by Nokia as theme song in a banner adAFTER 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