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Top 6: March 21st 2012
Experiential
Israel Aids Task Force: Couples SwappingTop 6: March 21st 2012
The Shalmor Avnon Amichay/Y&R Interactive Tel Aviv mission from the Israel AIDS task force for the world AIDS day was to raise awareness for AIDS and the importance of knowing your HIV status.
We decided to grab the people's attention by creating an idea that using the media like never before. Two of the most famous couples on TV and radio swapped their partners and broadcasted each with the other's partner to send the message: it doesn't matter who's your partner as long as you know his HIV status.
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