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Using radio to raise charity awareness

Radio has always been at the backbone of raising money and awareness for good causes for years. From charity appeals and telethons to glitzy awards and galas to community fundraising – Here’s example of how Heart and heat Radio worked with Breast Cancer Care to get people taking part in Wear It Pink day for Breast Cancer Care.

Wear It Pink 2014

Wear It Pink day took placed in October 2014 as a fundraising initiative for Breast Cancer Care.

The day aimed to get people across the UK to wear something pink, do something pink, bake something pink .etc to raise money for Breast Cancer Care.

Radio formed the backbone to their media campaign to help engage people across the UK to take part and join in. Radio provided a mass audience across the UK and by using relevant platforms like heat Radio and Heart, they were able to target women easily who are most likely to be effected from Breast Cancer, while leveraging the emotional power of radio talent, social and celebrity.

What happened on air and online?

The campaign lived across the Heart Network (Global) and heat Radio (Bauer) reaching a potential audience of 10 million adults across the UK

The campaign lived as a branded advertorial campaign on Global’s Heart network with a mixture of presenter talk ups using network female presenters like Jenni Falconer and Lucy Horobin.

Additionally,  station promotional trails and online activity ran in the build up to the Wear It Pink day to get listeners engaged in the cause and sign up to join in raising money for Breast Cancer Care.

Over on Bauer’s heat Radio the team developed an editorial takeover for Wear It Pink Day (October 24th) playing non-stop female power anthems throughout the day, a Pink disco (non-stop Pink tracks), promotional charity messaging and interviews with hit female artists like Tulisa. They even changed their logo pink for the day!

The activity was supported across social platforms too with presenters tweeting their ‘Wear it Pink’ photo:

Photos of celebrities who joined in the fun…

james and tulisa

Incidental bits of fun content that popped up during the day…

bin bags

And reminders of how to get involved in the cause…

Earshot says

This partnership between Heart, heat Radio and Breast Cancer Care is a great case study of how to use radio effectively to raise awareness for important causes in a relevant and targeted way for the audience. Radio provides both mass scale for reaching people across the UK with an important message but also generates a personal and emotional connection with the audience.

Jonathan Jacob is currently Content 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.