Radio 4 is struggling to establish a relationship with a new generation of listeners. They wanted to launch a new brand philosophy, which resonates with this audience, evidenced by great content. We wanted 35-54 year old, smart, switched-on people to think that Radio 4 is relevant to their lives. The perception that Radio 4 was just about The Archers and posh people needed to be changed.

These 3 trailers played out on TV across the BBC Channels, on Facebook and twitter from October 2016 until January 2017, when they will be updated by 3 more stories from different Radio 4 shows. It is a campaign that’s being updated in stages to guide people to various content throughout the year.