CASE STUDY: One Scotland use radio for anti-racism campaign
Provided by Radiocentre
The Scottish Government's anti-racism campaign faced a challenge to increase active participation with 14-25 year olds.
What was the Challenge / Background of the Campaign?
The Scottish Government's antiracism campaign, One Scotland, was facing a challenge to increase buy-in and active participation amongst a younger 14-25 year old audience. The trustworthiness of radio and its presenters made it possible to get the message across without patronising and alienating people. In this way, radio became a credible mouthpiece for anti-racism messages. A live music tour entitled RoAR (Rock Against Racism) was created which visited four 100 capacity venues across Scotland. Find out more...
What was the Campaign Objective?
To achieve a direct response.