Our insight: in South Africa, radio is the medium with the widest reach, yet still only the rich can afford to broadcast their ideas.So we created the “Halls. Free Your Voice” promotion, where ordinary South Africans could win the chance to make their own radio ad to literally say anything. These would be broadcast on major national radio stations. The winners were just Average Joes being given a platform to express their opinions to the whole country for the first time. They chose the music & SFX. Most importantly, they chose what they wanted to say.

With over 95,000 competition entrants (the most for any Halls promotion in history) and a sales increase of 15.5%, which amounts to over 3 million units, this was the most successful Halls promotion ever staged in South Africa. But the campaign not only helped sales. It was a successful exercise in pure freedom of speech.