Drivers at rush hour traffic in main avenues and streets from Asunción, capital of Paraguay.

Techo is a non-profit organization that builds emergency houses for the homeless in Paraguay. Techo national fundraising is just for one day at traffic lights in Asunción, capital of Paraguay. Rainy Radio was an effective direct marketing to drivers in rush hour to help the cause.

In the annual fundraising day, to give a message to the target we did Rainy Radio: a two hour rain audio recording, played as background noise on Radio Urbana (most listened radio station at 6pm rush hour in Asunción – Ibope 2014).

The rain noise was played continuously for 2 hours, even during music and other brands commercials to spread the message: “as you listen, families without roof cannot scape from rain. Support Techo donating at traffic lights to keep building more roofs and social projects to those who need. Because who needs a roof, needs much more”

The fundraising was a success and made a record U$S 350.000 thanks to traffic lights donations in just one day.

Volunteers from Techo go to the streets to collect donations from drivers stopping at traffic lights. They needed an action to sensitize drivers when they approach for support to the cause.

The radio became an opportunity to generate awareness to the cause, making a direct link between the media and the volunteers on the street.