In honor of World AIDS Day today, Israel's AIDS Task Force teamed with Shalmor Avnon Amichay/Y&R to put the country's top radio broadcasting personalities under the HIV testing needle live on the air during their morning shows. During peak listening times, anchors from the country's five national stations and about a dozen regional stations were tested bythe AIDS Task Force, and within half an hour they received their results—all of which were broadcast live as well. (Luckily, everyone tested negative.) During the promotion, the public was invited to the stations to take their own tests.
The recent effort is just one in a line of unusual AIDS day promotions from the agency and client. Last year, they brought public attention to the cause by creating a song that became massively popular before the country learned of its real meaning.