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| CLIENT: |
Birthright Pregnancy Center / KPNT (105.7 The Point) |
CHALLENGE:
Birthright Counseling of St. Louis was struggling to reach a tough target audience with a heavy message about pregnancy counseling.
SOLUTION:
Emmis Community Outreach worked with Birthright to brainstorm strategies and messaging that would appeal to a young, edgy audience. The solution was an interactive online
and on-air campaign on 105.7 The Point in St. Louis.
Each month for twelve month, a bank of 15 second radio messages drove 16-25 year old listeners to the Point's highly visited station website. Once there, web visitors were
directed to visit the "Love Line" page, sponsored by Birthright. "Love Line" is a late-night talk show format featuring nationally syndicated
personality, Dr. Drew. The show focuses on topics ranging from blossoming relationships and marriage proposals to more sensitive issues like safe-sex and sexually
transmitted diseases.
Each time the show went to commercial, a short Birthright message was heard…associating this relatively unknown nonprofit organization to a very popular radio show and
personality.
RESULT:
This campaign achieved it's goal of reaching a tough target demographic of teenagers and young adults, on a usually controversial topic, while still positioning Birthright
along with a cool, trendy radio station program.
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