Aids Task Force 'sdia' by Shalmor Avnon Amichay/Y&R Interactive

In commemoration of World Aids Day, Israeli agency Shalmor Avnon Amichay/Y&R Interactive launched the song "Going all the way" by 'SDIA' as part of a campaign to raise awareness of the infection.

For more than a month, thousands of Israelis have been downloading the song Going All The Way by a group called SDIA (an anagram for Aids).

But at a rock festival staged at one of Tel Aviv’s biggest clubs, the song and its suggestive lyrics were revealed as the spearhead of a campaign for the National Aids Task Force.

The SDIA Project, which follows up last year’s Doubt Radio event, is part of the Aids Task Force campaign which aims to reinforce to people how easily and quickly AIDS can spread and reminding people to get tested.