How Kiss and the Home Office use radio to educate

Radio as a trusted medium has the power to affect, engage and educate and this recent campaign is a strong example of how Kiss used its multiplatform offering to educate listeners about the dangers of abuse in relationships.

As part of a wider campaign from the COI called ‘This is Abuse’ – the Home Office has teamed up with Hollyoaks to provide some learning and education around both the dangers and signs of an abusive relationship in the show with Nikki Sanderson and Jeremy Sheffield, AKA Maxine and Patrick.

To help bring this campaign to life – listeners can find out more about the storyline and the impact it has through a hard hitting on air trail campaign, digital microsite and presenter led video.

The online hub themed around Charlie from the Breakfast Show team visiting the Hollyoaks set allows the listener to find out more about the issue through a pacey and engaging video piece.

This is also a good example of how multiple media brands can work together as the project also lives across MTV brand platforms alongside Kiss and Channel 4.

Through hard hitting on air trails, engaging online content and presenter endorsement – Kiss have created a multiplatform campaign which deals with a sensitive subject while not taking away from the brand values of the radio station.

Jonathan Jacob is a Solutions Manager at Global Radio with varied experience across commercial radio S&P, events, marketing and PR. He was listed in the inaugural Radio Academy 30 under 30, is a Student Radio Awards judge and sits on the Events Committee for The Radio Academy. Views are personal.