CHOOSE RADIO – The Radio Test with Crisis Text Line – Outstanding campaign results are announced!

In August the Choose Radio group ran the second phase of “The Radio Test” with partners Crisis Text Line. As part of the IAPI Cannes Young Lion campaign, Choose Radio sponsored the Media Category with a brief from Crisis Text Line for a drive to recruit volunteers. Havas Media were the winning agency and produced 30” and 60” spot ads. The brand new service from Crisis Text Line will rely on volunteers to man the responses. This campaign was critical to get the service off the ground and allowing them to launch this much needed initiative later this year.

The two ads ran across 34 stations in the Choose Radio group including all independent radio stations and RTÉ. The sole campaign mechanic was a radio spot ad, there was no online or other media accompaniment. What goes to prove is that a radio spot ad still has outstanding power to amplify the advertiser’s messages. Havas Media created a powerful spot ad that drove the message to the heart of a potential volunteer. The results of the campaign were exceptional with highlights as follows:

  • 475% – the percentage increase in traffic to the Crisis Text Line website.
  • 252 – the number of people who undertook the 30 minute application process.
  • 126% – the percentage exceeded of the target recruitment
  • 34 – the number of stations with spot ads running the two spot ads for the campaign period
  • 21 – spots ran on each station during each of the two weeks of the campaign
  • 2 – the number of creative executions from Havas Media

Speaking about the results, Choose Radio Chairperson Gabrielle Cummins said “The results that we found show three crucial points. Number one, spot, call to action radio advertising is still king. Number two, investing in creative is key. And number three, Choose Radio has proven that once again, radio can create success stories for our clients, and we’re particularly proud of this innovative advertising campaign, that it’s worked so well for this brand new charity. And it’s just so amazing that this charity is going to be able to help thousands of people right across Ireland, and we’re delighted to be able to help them embark on this important journey.”

Click on the image above to get a large downloadable version


Note to Editors: 

Choose Radio comprises of all the radio sales houses – independent & RTÉ along with IBI and the Industry’s independent training network, Learning Waves. The various groups are working together to raise the profile of radio advertising.

Crisis Text Line is Ireland’s first free 24/7 text service for anyone in crisis anytime, anywhere. The Crisis Text Line platform will connect texters with a volunteer, who is most likely at home, who has been trained to listen, reassure and guide people from a hot moment to a cool calm. All conversations are anonymous, unless the texter wants to give their name, and are reviewed in real time by a team of qualified staff supervisors who will support volunteers to listen to and support texters. The platform uses artificial intelligence (AI) to scan the initial messages from texters for keywords to identify those likely to be at immediate risk and prioritise those conversations in the queue. Crisis Text Line is funded by the Health Service Executive (HSE) Mental Health Services.