PRA takes on Albion for advertising task

Albion has been appointed to handle the Prison Radio Association's advertising, ahead of the possible launch of a national prison radio station.

Negotiations are taking place between the PRA and HM Prison Service about setting up the national station.

It is understood that the station will be partly funded by the Government. However, the PRA is currently waiting to hear whether it has been granted a broadcast licence.

The station will run alongside the 20 independent local prison stations currently operating with PRA support.

The campaign will involve creating posters for cells and wings, print, DM and prison radio commercials.

Albion's Mark Robinson, one of the PRA's founders, set up Prison Radio in 1994 at Feltham young offenders' institute. Two years later, the PRA was established, with the aim of giving the prison population access to prison radio.

The agency has recently carried out research at Brixton Prison, South London, to discover the listening habits and programming needs of the prison population.