As the handlebar moustaches, the Frank Zappas, the Philleas Foggs and Babyfaced Assassins all curl up their Movember moustachios, we can only marvel at the way that social activism is becoming so trend and viral driven. Pop a #hashtag on anything (or anyone) and you can pretty much #makeithappen. It’s a great example of social activism and connective convergent community behaviour because community means something very different in the technologically connected Global Village (Marshall Mcluhan not Leicester Square).

All of this reminds us of one of radio’s greatest strengths………(naturally)

Because Radio is the original, the heritage, the greatest of all interactive community media experiences. Radio is unlike TV where people watch a show on this channel then a show on that channel – with radio they listen to a station around the clock and they join a community of listeners, enjoying a shared yet personal experience. That’s why radio is great for brands, great for charities, great for staying on trend and great for the emotional sell.

(RAB emotional multiplier)

Radio engages community, even if community itself is changing.


Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert

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