Radio & Podcast
Creative Brief
Radio Script
Radio Rationale
The thirty-second radio ad is produced and will be placed on local radio stations in Harrisonburg, VA because The Collins Center (TCC) is an organization serving Rockingham and Page counties. The spot will be placed on the county’s most popular radio stations which are “104.3 KCY Country”, “93.7 Now”, “Mix 93.1”, and “News Radio WCKY” to reach the largest audience. Since the goal of the advertisement is to raise community awareness for TCC, the stations will reach listeners such as sexual assault survivors and local donors. The ad will encourage the community to engage with and donate to TCC and encourage victims and survivors to seek help. The opening line uses a shocking statistic to capture the attention of the audience, create a sense of urgency, and make the audience more receptive to the message (The Speaker Lab 2024).
This radio script is designed to invoke a sense of solemn awareness of a serious issue and a call to take responsibility to act in a manner that inspires positive change. The soft, slow, solemn piano music playing in the background sets the tone for the sensitive topic at hand and helps to create an environment of reflection and solemnity. This opening statistic gives a clear and startling tone: "One in five women in the U.S. experience sexual harm during her lifetime." The opening of such a controversially prevalent aspect of sexual violence in an upfront manner ensures that the script captures the listener's attention from the very beginning and gives urgency to the cause for one to listen more intently to the message that follows. It reassures the audience there is a long-standing, trusted resource actively making a difference in the community. This not only informs but builds a sense of trust in reliance on the effort of said organization.
The call to action - that the listener donates and supports the Collins Center's mission-is clear. The phrase "With your donation, you can support." makes it a personal message, reinforcing for the listener his or her ability to contribute to change. As the piano music fades out at the end, it allows the message to stay in the mind of the listener while emphasizing a reflective and solemn nature of the issue, providing an uplifting resolution that encourages positive action.
Produced Radio Ad
Podcast Script
Podcast Rationale
The sixty-second podcast ad will be featured on a local podcast called, Shenandoah Valley Life which features the point of view of residents living and working in the area. This spot will be heard by the target audience because listeners and members of the podcast are valuable members of the Rockingham County community. The ad includes details on how to become involved with The Collins Center (TCC), giving the audience more insight into how to support domestic violence victims and survivors. A podcast ad is beneficial for an organization like TCC because it allows for a longer segment with more details for listeners who are not familiar with its purpose. Also, featuring the director of TCC on the podcast enhances credibility and in turn, will connect with the listeners.
The script for the Shenandoah Valley Life Podcast is written to be insightful, moving, and filled with a sense of community and hope, something that balances the seriousness of the work for which Collins Center promotes. The opening statistics, "one in five women in the United States experienced sexual harm during her lifetime", are meant to instantly relate just how serious the matter is. This strong and somewhat saddening fact at the beginning provides a serious tone to the script while allowing the listener to be drawn into the gravity of the discussion. This is a rhetorical remark that evokes empathy, making listeners reflect on the pervasiveness of the issue. The pivot to the positive work of the Collins Center is intended to instill hope. Mentions of possible fundraising activities, such as hosting a pickleball game or quiz night, are meant to spur listeners into taking action. The call to action is clear and accessible, emphasizing the abilities of the listener to create change. Finally, the piano music heard is slow and solemn, faded away for a reflective moment as the tone shifts from heavy to hopeful.