Title: Count on me
Media Owner: Capital Radio Advertising
Network Sales and Network Chart Development: Will Dowdy
Media Agency: Carat
Media Director: Chris Howett
Client: Department for Education and Employment
Brand/Product: MY2K (Maths Year 2000)
Information Officers: Karen Smalley, Helen-Louise Smith
CAPITAL RADIO and the Department of Employment and Education - Count on me
The DfEE needed to communicate to 11- to 16-year-olds that maths is fun in a non-patronising way that would make children appreciate the importance of being numerate.
The Pepsi Chart Show team at Capital Radio devised a promotion to both inspire and involve the target audience. First, with a promotion that sent six winners on a course at NASA. Then, 2,000 schools were challenged on air to complete a pop song with a mathematical theme. The prize: to record the song Count on Me with the band SClub7.
The strategy so impressed DfEE that it agreed to double its investment.