When we were creating our spots, we stumbled upon a problem: CHILDREN DON'T LISTEN TO RADIO.

That's why we decided to create the media so they would. We took toy characters from the audiobooks and inserted sound systems with the radio spots within them. That way, when the kids would squeeze the hands of the toys, the spot would sound, inviting the kids to listen to the audiobooks on the Colsubsidio Libraries.

We created our very own radio station, our own media to talk to the kids. We named it: RADIO TOYS

The creative execution enabled us to reach our audience on a direct and effective way.

To ensure that the kids would listen to us, we placed the toys on different toy stores in Bogotá. Each toy became the spokesperson of its own story, and at the same time promoted culture and literacy amongst the Colombian children.