One Scotland
Using radio’s credentials to mobilise young audiences behind a serious issue
Audio(.mp3)
Background
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.
In order to do so, the campaign had to infiltrate and challenge the target audience in their comfort zones, one of which was identified as the live music arena.
Why radio?
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 and encouraging young people to celebrate cultural diversity.
Implementation
A live music tour entitled RoAR (Rock Against Racism) was created which visited four 100 capacity venues across Scotland; for example, Hard-Fi in Edinburgh, Amy MacDonald in Troon, and Scouting for Girls in Dundee. The high calibre of acts, who all agreed to perform free of charge, meant other media partners were keen to get involved and ensured a consistent and widespread presence.
As well as 4 gigs there were 20 weeks of promotions, reads and competitions. To recruit more support for the campaign an ‘unsigned support act’ mechanic was installed whereby new Scottish talent could win a chance to open for the headliners.
Results
The on air campaign achieved 75% coverage of the target audience and engaged people in the debate via the official event site, which attracted 320,000 hits across the 20 week duration. Over 1,000 unsigned acts registered with 30,000 voting for their favourite.
The online ‘Why I’m Rocking Against Racism’ and ‘Have Your Say’ sections generated over 8,000 messages.
Furthermore, the campaign won Sales Pitch Niche under £250k at the 2008 MediaWeek Awards.
RAB Comment
The challenge for the Scottish Government was not to portray themselves as preaching and by using radio they were able to meet young people and discuss the issues on their own terms. RoAR avoided the pitfalls often associated with “worthy” campaigns by forging a strong link between subject matter and audience.
"Rock Against Racism has become a key part of our ‘One Scotland’ campaign strategy. By engaging the target audience through music it has encouraged young Scots to consider their own behaviour and attitudes to racism. Bauer Radio Events’ handling of the activity from conception to completion was exemplary, ensuring a cohesive and interactive campaign with One Scotland’s key campaign messages at its heart."
Roger Williams, Head of Marketing & New Media, Scottish Government