Red Cross Sectional Antioquia needed to recruit young people for the volunteer team. Aged between 20 and 30 years, this audience spends much of their time listening to the radio through mobile devices, especially with headphones. That’s why we created a radio ad that made the most of stereo sound, in order to invite them to join the right side: the side of those who help.

The media agency understood that this ad had to air on youth radio stations, during the hours when young people are more likely to be listening to it. Radio became the main media that we used to invite them to join as volunteers to Red Cross Sectional Antioquia.

The campaign is still at implementation stage, so no results known yet.