News & Views

Torch wins Reed Award for Radio Targeting

Torch won a prestigious Reed Award for the best terrestrial radio targeting for our work on the No TransLink Tax campaign.

Hamish Marshall holding our Reed Award

Because the budget was so small on the No TransLink Tax campaign, we had to be innovative. Radio is usually good value for money, but we had to be very strategic to ensure that none of our limited dollars were wasted.

One of our key voter groups was drivers. We had a simple message, not a long one, so we sponsored radio traffic reports of 17 of the 18 radio stations in the region. The goal was get this key voter group to respond to our ballot question.

Instead of a canned and produced ad, it was read live each time by the traffic reporter immediately before the traffic report, giving the message more credibility and urgency. The traffic report is the time drivers pay the most attention to the radio, so embedding our message in that segment meant we managed to reach our most important audience at exactly the time they were most receptive.

The Reed awards are handed out by Campaigns and Elections magazine for the best campaigns in the world. Torch's President, Hamish Marshall, accepted this award on February 18, 2016 at the Reed Awards and Conference in Charleston, South Carolina.