This 13-week campaign resulted in radio’s biggest ever live comedy event, held at the London Palladium. Through an organic story arc originating live on-air, an honest and inspiring conversation with listeners built huge momentum, with the event a culmination of overwhelming daily audience support.

This was re-enforced with factual on-air spotlights and advertorials which featured real people affected by the issues at hand. Listeners were driven online to learn more about how to access help. Here online content further added to the credibility of the campaign and listeners were given the chance to share experiences as well as watching the TV creative which was the base point of the campaign.