| Title | THE POSITIVE STORE |
| Brand | ISRAEL AIDS TAST FORCE |
| Product/Service | HIV |
| Category |
B04. Fundaraising & Advocacy |
|
Entrant Company
|
ACW GREY TEL AVIV, ISRAEL
|
|
Advertising Agency
|
ACW GREY TEL AVIV, ISRAEL
|
Credits
| Tal Riven |
ACW Grey Tel Aviv |
Chief Creative Officer |
| Idan Regev |
ACW Grey Tel Aviv |
Creative Manager |
| Kobi Cohen |
ACW Grey Tel Aviv |
Copywriter |
| Karin Gross |
ACW Grey Tel Aviv |
Art Director |
| Galit Siman Tov |
ACW Grey Tel Aviv |
Special Projects Producer |
| Meital Tzoref |
ACW Grey Tel Aviv |
Head Of Production |
| Daniel Avital |
ACW Grey Tel Aviv |
Planner |
| Guy Michael |
Guy Michael |
director |
| Guy Dagan |
Guy Dagan |
Editor |
| Snowball VFX |
Snowball VFX |
Post Production |
| Tomer Biran |
Tomer Biran |
Original Music |
| Roy Dotan |
Signal Music/Sound Ideas |
Sound Editor |
| Signal Music/Sound Ideas |
Signal Music/Sound Ideas |
Sound Studio |
| Roy Bar/Shira |
Roy Bar/Shira |
Photographer |
The Brief
Educational studies helped us realize that standard messaging was ineffective in breaking stigmas, and that the only recourse was to confront the public with their prejudice. In light of this research insight, we selected 2 goals: (a) Demonstrate to the public that there is nothing to fear, and (b) get the message across to as many people as possible via free media coverage (Earn at least 250,000 $ worth of free coverage).
The challenge – Confront the public with their stigma, something that could only be achieved with an engaging concept such as ours.
Creative Execution
The execution was very straightforward – We rented a small retail space in the heart of an Iconic Tel-Aviv shopping mall. Overnight we transformed it into second hand pop-up shop and named it – The Positive Store. Using a minimal media budget and a large public-relations article in Israel's largest national newspaper, we managed to create a real buzz even before the store was open.
The Positive Store was a truly creative effort to bridge the gap between HIV carriers and the general public. In engaging fashion, we managed to confront people with their fear and prejudice and help them overcome. If it weren't for this engaging and unique concept, it would have been nearly impossible to effectively influence public opinion
The Positive Store attracted massive media attention, creating a real buzz. Items were screened on all major broadcast channels, newspapers and radio stations. The campaign was covered on Israel's 2 most popular TV news broadcast (Channel 1 / Channel 2), on Israel's most popular newspaper (Yedioth) and on all 4 of Israel's largest radio stations. The store also made appearances on popular morning shows, leading financial newspapers, leading news websites (Walla, Ynet, and NRG. Nana10), Time-Out Tel-Aviv and many more national and local media outlets. In total, the campaign earned 1,000,000 $ worth of free media. The campaign achieved 500,000 unique impressions via interaction with store and through social media. With modest means and almost zero media buys, we got Israel talking about a subject nobody had previously cared for.
Many HIV carriers in Israel suffer from stigmas many Israelis are afraid of coming in contact with carriers.
So, with the "World Aids Day" approaching, we opened "The Positive store" - a concept store, located in Tel-Aviv's most iconic shopping center. The idea - a store selling second-hand clothes and items, previously owned by HIV carriers. The idea was to help the public get over there fear of HIV carriers. we created this unique store which garnered heaps of PR and free media coverage, and an engaging experience that could effectively bring down barriers