Radio Five Live aims to promote diversity in multimedia drive

BBC Radio Five Live is launching a multimedia campaign to boost

declining audience numbers emphasising the diversity of its news and

discussion programming.



Abbott Mead Vickers BBDO has produced the TV, poster and press

initiative under the theme "Ear Catching Radio".



This is underscored in print advertising showing different kinds of

radios, one of which has a button labelled "involvement" while another

has a display panel showing the word "bite".



The campaign is being spearheaded by two ads. In the first 40-second

spot, the station's appeal is illustrated by a restaurant parking

attendant who sits transfixed in a customer's car while listening to

coverage of the Stephen Lawrence murder case.



The second, a 20-second execution, takes a more light-hearted approach

featuring a man who falls off a running machine while gripped by the

coverage of England's 5-1 victory over Germany in the recent World Cup

qualifier.



The campaign was written by Laurence Quinn and art directed by Mark

Norcutt and will run across BBC TV channels. Media for the 48- and

98-sheet poster, bus rears and regional press advertising is being

bought by PHD.



TV production is through BBC Creative Services.



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