WBEZ 91.5 is Chicago’s public radio station. With a passionate but aging fan base, the station needed to recruit new, young listeners. Our job was to engage twenty-somethings, a demographic for whom broadcast radio is becoming less relevant.

Following in the time-honored public radio tradition, we decided to hold a pledge drive. But instead of going after interesting Chicagoans, we decided to go after their interesting babies. We encouraged all interesting, inquisitive, and open-minded Chicagoans to procreate. We called it the 2032 Membership Drive, with the goal of building the Curious Class of Chicago, one interesting baby at a time.