So ignorance wasn’t an option, we needed media that was so “in your face”, that it had to stop people in their tracks, force them to talk, draw crowds, drive word of mouth, and force everyone from the man on the street to mainstream media to bloggers and social network junkies to take note and participate in the debate. We wanted to inspire discussion that would take on a life afterwards.We went to the streets, where the issues were and turned them into the media. Prostitutes questioned the legalization of prostitution, while beggars pondered the idea of panhandling, chalk body outlines appeared on streets questioning crime rates and smokers found themselves being called out for puffing away their healthcare benefits. CFRB was everywhere.

People talked, specifically the younger ones: immediately pushing up CFRB’s rating points by 1.9. Passionate callers ranged from the amused to the outraged. The resulting fervent hot debates examined the motivation behind the campaign and truly drove home its effectiveness. Some people didn’t even wait to get on air; airing their opinion right on our signs.

The press also weighed in, interviewing the man on the street, experts on prostitution and homelessness and CFRB spokespeople – keeping the debates alive. Results: over $100,000 worth of free additional media and exposure to nearly four million people in the Greater Toronto Area.Most importantly, the result was a talk radio station that had been perceived as outdated and irrelevant becoming the talk of the town.