Gold Winner

Radio — Branded Content

Entrant: Gitam BBDO, Tel Aviv

The Israeli Cancer Association
"The Day Radio Went Mono"

Content Executive: Eyal Saada Art Director: Tamar Dvir Agency Producers: Noga Sagi/Tali Sasson/Jessica Kälbermann Copywriter: Ran Allon Chief Creative Officer: Guy Bar Agency: Gitam BBDO, Tel Aviv Radio Station: 80-107.5 FM (All Israeli Radio Stations) Agency Account Director: Idit Zemmer Client Account Director: Maya Feldblum Corporate Name of Client: The Israeli Cancer Association
Description of the Project

To mark the breast cancer awareness month on the 30th of October at 8:05 AM, all radio stations in Israel , broadcasted only through the right speaker, in order to convey how it feels like to lose one side.

Results and Effectiveness By joining forces with all radio stations in Israel we were able to reach almost one third of Israel's population, making help-line calls for the Israeli Cancer Association rise by 98% and mammography testing increase by 24%.

Creative Execution In collaboration with all radio stations in Israel we launched a special ear catching radio event. On October the 30th at 8:05 AM, the radio's highest rated hour, in which all stations silenced one speaker and broadcast only through the right one, in order to show how it feels like to lose on breast. Each anchor delivered the message in his own unique way according to the show he was airing.

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