The AIDS Task Force’s main goal was to encourage more people to get tested and increase awareness of World AIDS Day. Our radio campaign had a radical idea: radio presenters took HIV tests and got their results live on air. ‘Get Tested’ was an open idea platform; anchors made the campaign their own. More than 20 hours of original branded content were created. The open idea platform was a collaboration between advertising, media, content and PR for one goal and message: get tested.
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