Many HIV carriers in Israel suffer from stigmas. One the prominent misconception about HIV is that it is easily transmitted. The result – many Israelis are afraid of coming in contact with carriers.

So, with the "World Aids Day" approaching, we opened "The Positive store" - a one-of-a-kind concept store, located in Tel-Aviv's most iconic shopping center. The idea - a store selling second-hand clothes and items, previously owned by HIV carriers. The idea was to help the public get over their fear of HIV carriers. Instead of buying expensive TV spots in a futile attempt to educate the public, we created this unique store which garnered heaps of PR and free media coverage, and an engaging experience that could effectively bring down barriers

The execution was very straightforward – We rented a small retail space in the heart of an Iconic Tel-Aviv shopping mall. Overnight we transformed it into second hand pop-up shop and named it – The Positive Store. Using a minimal media budget and a large public-relations article in Israel's largest national newspaper, we managed to create a real buzz even before the store was open. Throughout the campaigns we hosted multiple national and local media outlets (TV, radio, newspapers, blogs and social media) to keep the buzz going.

The Positive Store attracted massive media attention, creating a real buzz. Items were screened on all major broadcast channels, newspapers and radio stations. The campaign was covered on Israel's 2 most popular TV news broadcasts (Channel 1 / Channel 2), in Israel's most popular newspaper (Yedioth) and on all 4 of Israel's largest radio stations. The store also made appearances on popular morning shows, leading financial newspapers, leading news websites (Walla, Ynet, and NRG. Nana10), Time-Out Tel-Aviv and many more national and local media outlets. In total, the campaign earned $1,000,000 worth of free media. The campaign achieved 500,000 unique impressions via interaction with store and through social media. With modest means and almost zero media buys, we got Israel talking about a subject nobody had previously cared for.