🏆 Awards:
🥇Gold Comma Awards - Brand Storytelling
🥈Silver Internetics - Best Social Campaign
🥈Silver Webstock - Best Experiential Campaign
🥉Bronze Webstock - Best Creative Idea
🥉Bronze Webstock - Special Projects
🥉Bronze Webstock - Best Creative Idea
🥉Bronze Webstock - Special Projects
🥉Bronze Comma Awards - PR for good
THE CLIENT: KISS FM & MAGIC FM
Agency: CHEIL | CENTRADE
Project: The Captive Radio
Local context:
1 in 4 women in Romania is a victim of domestic abuse. In the first months of 2023, there have been recorded 18.000 victims. But the topic is avoided, swiftly changed or downright refused by the civil society. Until now.
But...what do Romanians listen to?
The radio.
KISS FM is the most listened radio station in urban areas, summing up 904.400 daily listeners. Whereas Magic FM is on number 5.
So what if we found a way through which we can force Romania to listen to the causes that really matter?
IDEA: THE CAPTIVE RADIO
A unique media stunt through which Romania's top radio stations were held captive in order to save women who are in abusive relationships.
What we did
We partnered up with the most popular radios in the country, Kiss FM and Magic FM and they dedicated their frequencies to ANAIS. This meant that all elements of the radio became custom for domestic violence: promos, ads, liners, the night show and even the music.
On May 30th 2023, The Captive Radio was launched. Check out the campaign website.
Preview @the morning show
During the morning show of KISS FM, the peak audience moment in Romanian FM, Corina Bacanu & Nico Creciunesc did an unconventional unboxing as a preview for the stunt. They unboxed the bag an ANAIS victim had on her when she fled her abusive husband. The bag is recommended by ANAIS as a survival kit for all women captive in toxic relationships with the quintessential items they should have on them: documents, IDs, phone, money, a change of clothes, medical treatment and the necessary objects for their children. Next, they were joined by Liana Stanciu, Magic FM's top host and they announced The Captive Radio - the nocturnal stunt which took place that same evening.
The preview was followed by all the media formats we took captive:
Radio promos
Liners
Social Media ads
TVC on KISS FM & MAGIC FM channels.
THE MUSIC
We took the audio takeover further, and we played the music we created especially for the cause. Namely 4 tracks, inspired by real life stories of survival.
MA ALEG PE MINE (I CHOOSE MYSELF) by Alexandra Stan x Norya
Internationally renowned artist Alexandra Stan joined forces with newcomer Norya in one of the tracks. In the lyrics, Alexandra mentions she is also a survivor of domestic violence.
THE POWER by Alma Nicole
ONE OF US by Rockabella
DELIVERANCE by Lucia
All the tracks were promoted via a Spotify playlist called The Power of Freedom, promoted thanks to our partner Httpool by Spotify.
AMPLIFICATION
Several important influencers took our message further and urged their communities to go live, listen to The Captive Radio and ask for help from ANAIS if they are stuck in toxic relationships.
Silviu Faiar, Romania's top Twitcher urged Gen Zers to go listen to The Captive Radio.
Irina Deaconescu, content creator, Instagram star and YouTuber, with a community of over 1.1M followers also shared and talked about the stunt.
RESULTS
3.5 MILLION PEOPLE LISTENED TO THE CAPTIVE RADIO
The local media applauded the bold initiative and KISS FM and MAGIC FM registered peak audiences during the duration of The Captive Radio.
Corina Bacanu, radio host and online personality, gained 15k reactions, 1.7k shares and over 490 comments showing love and support on her follow-up post. And we’re not stopping here.
But the most important result was opening a nation-wide conversation about an important topic left unheard for far too long. For the first time, Romanian women’s rights became a primetime topic outside of International Women’s Day, while ANAIS benefited from a surge in donations during and after the campaign.
