The media team created a unique and innovative approach to buying radio for a non-profit organization. Our knowledge of the target audience, their attitudes and viewpoints, and the current environment allowed us to make a strong recommendation to change media. The YMCA typically used newspapers to promote their summer camps. However, the environment has changed. With the uncertainty of war and terrorism, plus a weak economy a more emotional message was needed, and radio could help us deliver this message. Convincing women (age 25-49 with children) to send their kids away to summer camp was not an easy task.