CAMPAIGN MEDIA AWARDS 2000: Best Strategic Idea by a Media Owner in Broadcast - Winner: Countn on me



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.


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