Just before the start of Child Protection Week, the Lonely Road Foundation, a NPO that assists impoverished South African communities manage the health and wellbeing of orphaned and vulnerable children, launched a hard-hitting 90-second radio spot flighted just before the start. Key to its success was the choice of channel and timing.
FCB Joburg purposefully scheduled the ad to air simultaneously on major radio stations throughout the country so that if listeners opted to change stations, rather than hear uncomfortable facts, they discovered that they could not get away from the message.
To hear the ad, go to youtu.be/3E-t6AAdUqU.
