PLEASE NOTE: THIS ENTRY HAS AVP- PLEASE WATCH BEFORE VOTINGBRIEF: Develop a promotion for Halls throat lozenges.SOLUTION: We created the “Halls. Free Your Voice” promotion, where ten ordinary South Africans could win the chance to record their own radio ad to literally say anything. The winners were just ordinary people being given access to a medium that they wouldn't otherwise be able to afford. They chose the music & sound effects. But most importantly, they chose what they wanted to say. RESULT: The campaign not only helped increase sales by 15.5%, it was a successful exercise in pure freedom of speech.