Choosing radio has never been more important for advertisers, with 3.1 million people daily tuning in to Irish stations, the impact, power and trust of the medium is at an all time high. Choose Radio, the group supported by all radio stations in Ireland, has released a second Radio Test research piece aimed at proving the impact of radio advertising on consumers.
As part of the IAPI Cannes Young Lion campaign, Choose Radio sponsored the media category with a brief from Crisis Text Line (CTL) for a campaign created by the winning agency Havas Dublin to recruit volunteers. The test follows on from the findings earlier this year with Flahavans Overnight Oats on the impact of radio ads on new product sales.
CTL is Ireland’s first free 24/7 text service for anyone in crisis. The radio campaign will be used to to recruit volunteers to the service. Radio stations across the country receive tens of thousands of text messages every day. Choose Radio chairperson Gabrielle Cummins (pictured) says she is in no doubt that CTL will be able to tell the story through the ads.
The CTL platform connects texters with a volunteer, most likely at home, who has been trained to listen, reassure and guide people from a difficult moment in their lives. All conversations are anonymous, unless the texter wants to give their name, and are reviewed in real time by a team of qualified staff supervisors who support volunteers to help texters.
The platform uses artificial intelligence (AI) to scan the initial messages from texters for keywords to identify those likely to be at immediate risk and prioritise those conversations in the queue. CTL is funded by the HSE’s Mental Health Services.
