Adis Task Force
Sdia Project
Sdia Project
Brief
Get teens that had enough of the AIDS issue, to talk about it again.
Execution
How do you get past people's antagonism towards the issue
and get them to spread an Aids prevention message nobody wants to hear about:
you make them do it without knowing.
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 = AIDS (spelled backwards)
Instantly, people turned from passive music fans to active players in a social campaign.
Results
Hours of innocent radio content became a meaningful message.
AIDS became part of the talk again.
+75% media coverage of World Aids Day vs. 2009. This is the power of content.
Concept / Art Direction / Video Clip / Production / Social Media / PR / Web Design
Get teens that had enough of the AIDS issue, to talk about it again.
Execution
How do you get past people's antagonism towards the issue
and get them to spread an Aids prevention message nobody wants to hear about:
you make them do it without knowing.
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 = AIDS (spelled backwards)
Instantly, people turned from passive music fans to active players in a social campaign.
Results
Hours of innocent radio content became a meaningful message.
AIDS became part of the talk again.
+75% media coverage of World Aids Day vs. 2009. This is the power of content.
Concept / Art Direction / Video Clip / Production / Social Media / PR / Web Design
Case study
Awards
1 x Cannes Festival Gold Lion
1 x Cannes Festival Silver Lion
1 x Cannes Festival Bronze Lion
1 x LIA Gold Statue
1 x LIA Bronze Statue
2 x LIA Shortlist
1 x One Show Merit Award
1 x One Show Entertainment Merit
1 x Cannes Festival Gold Lion
1 x Cannes Festival Silver Lion
1 x Cannes Festival Bronze Lion
1 x LIA Gold Statue
1 x LIA Bronze Statue
2 x LIA Shortlist
1 x One Show Merit Award
1 x One Show Entertainment Merit
2 x New York Festivals Gold
2 x New York Festivals Silver
1 x New York Festivals Shortlist1 x UNDPI Silver Award (New York Festivals)
1 x Clio Healthcare Gold
2 x Clio Healthcare Silver
1 x Golden Drum Grand Prix
1 x Cresta Award
1 x Eurobest Gold
1 x Eurobest Silver
2 x New York Festivals Silver
1 x New York Festivals Shortlist1 x UNDPI Silver Award (New York Festivals)
1 x Clio Healthcare Gold
2 x Clio Healthcare Silver
1 x Golden Drum Grand Prix
1 x Cresta Award
1 x Eurobest Gold
1 x Eurobest Silver
1 x Eurobest Bronze
2 x Eurobest Shortlist
2 x Epica Silver
1 x Epica Bronze
1 x Effie Gold
1 x WEBBY AWARDS Honouree
1 x Directory Grand Prix
1 x Directory Gold
Y&R Innovative Idea of the Year
1 x Cactus Gold
2 x Eurobest Shortlist
2 x Epica Silver
1 x Epica Bronze
1 x Effie Gold
1 x WEBBY AWARDS Honouree
1 x Directory Grand Prix
1 x Directory Gold
Y&R Innovative Idea of the Year
1 x Cactus Gold