SDIA Going All The Way in Israel

“Going All The Way”, a hit single rising through the Israeli music charts over the last six weeks, has been revealed as key element in the Aids Task Force campaign for World AIDS Day. World Aids Day, held on December 1 every year, is designed to raise international awareness about HIV.

SDIA Going All The Way

“Going All The Way”, recorded by a band called SDIA (AIDS spelt backwards), follows the trials and tribulations of a girl with “easy virtue”. The song was sent to radio stations as a single.

Click on the image below to play the video.

Three weeks into the campaign, SDIA was ranking #4 on the National “Music Hit List” published by Yedioth Ahronoth, Israel’s leading daily newspaper. The “Going all the way” ringtone ranked 9th on Cellcom’s “Most Downloaded Ringtones” list, Israel’s largest cellular operator, and was featured on the front page of the Orange Music portal. The viral success of the song and music video became a reminder of how how easy it is become infected with HIV/AIDS. The “Going all the way” song was chosen as the soundtrack for a Nokia online banner campaign promoting their new music-playing handset. There alone, it was played over 80.000 times. More than 300 coffee-shops and restaurants played the song once every hour for an entire month (via YCD Company) and generated more than 150.000 exposures at hotspots around the country‚Ķand counting. The song made it to the “Guy Pines Show”, the most important Entertainment show in the country.

The secret behind the campaign was revealed in this video.

Click on the image below to play the video.

Israel’s “Big Brother” show decided to use the song as its “wake-up” theme.

Click on the image below to play the video.

The song is on its way to MTV Europe and will be broadcast starting on World Aids Day.


The SDIA campaign was developed at Shalmor Avnon Amichay/Y&R Interactive Tel Aviv by chief creative officer Gideon Amichay, executive creative director Tzur Glan, creative director Amit Gal, art director Shirley Bahar, copywriter Geva Kochba, account supervisor Shiran Chen, executive client director Adam Avnon, account managers Galia Ashri and Esti Smilg, executive interactive director Guy Poreh, interactive copywriter Nadav Raviv, account supervisor Dana Cogan, head programmer Dima Patt

Media was planned by Racheli Ben-Avi

Music was written composed and produced by Ran Shem Tov and Shiri Hadar from Israeli rock band IZABO, and sung by Roni Alter. Studio Manager was Lena Feldman.

The music video was produced by photographer Eitan Nadel, motion graphics artist Lior Sadeh at Livyatan Visual and Elad Magdasy.

PR was handled by Moran Paz, Ayelet Segev and Chen Yanovitz.

Filed under: AIDS, Aids Task Force, Music Videos

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