Concept: To change perceptions of BBC Local Radio and encourage new and lapsed listeners to add their BBC local radio station to their radio repertoire. The creative idea, ‘Be part of it’ was designed to establish BBC Local Radio as the catalyst by which people could be part of their community. The idea informs everything the 40 BBC Local radio stations do, from editorial and programming to marketing and communications. The TV campaign launched the idea by demonstrating if you loved where you lived you could be part of it, through your BBC local radio station.