Radio and Audio > Innovation in Radio & Audio
HEARTS & SCIENCE, New York / PROCTER & GAMBLE / 2018
Awards:
Overview
Credits
BriefExplanation
Getting kids to prioritize their health with a radio show sounds quaint at best and stodgy at worst. Yet "Chompers" capitalized on advancements in audio consumption to accomplish that very thing, putting an inventive, kid-friendly spin on an old-school craft. To make episodes as accessible as possible, "Chompers" permeated the streaming audio marketplace to ensure maximum baseline listenability integrating with Amazon's Alexa. Through adventurous stories, fun facts, silly jokes, and original songs, “Chompers” built a rapport with families and helped create tangible lasting benefits: better brushing habits day and night.
In our “Animal Week Morning Story” episode, we introduced Drake, a snake who loves to fly his plane all around the world. In this episode, Drake gets lost and ends up in Antarctica, and the episode ends on a cliffhanger: Drake’s map blows away in the wind, and without it, he can’t get home.
Implementation
Especially for children, listening can be a challenge. But because it requires more active concentration vs. passively-absorbed visual content, compelling audio programming can yield more empathy and power imagination in kids, inspiring them to become healthier and more aware as they grow. “Chompers” successfully utilized audio’s unique power to encourage children (and their parents) not only to listen, but to change their routines for the better. Through adventurous stories, fun facts, silly jokes and original songs, “Chompers” has built a rapport with families via a sonically-rich world of imagination, one that offers tangible lasting benefits.
ScriptInEnglish
Chompers is sponsored by Crest Kids
THEME IN
Good morning! It’s time for Chompers! Your morning and night toothbrushing show!
Today we’re going to tell you a STORY. But first, let’s get brushing!
Start on the top of your mouth, on one side. Make sure your brushing reaches all the way to your back teeth.
3…
2…
1…
BRUSH!
DUCK SFX
THEME OUT
[WIND BLOWING]
FAIRYTALES AND FLOWERS
Normally, Drake the Snake was an EXCELLENT pilot. Yeah -- that’s right! A SNAKE, who flies planes!
[DREAM SFX]
But today Drake was in a pickle. He’d gotten lost flying his plane, and found himself in an unfamiliar, cold, and snowy place. (SFX WIND) So he set out to figure out WHERE he was.
Switch your brushing to the other side of the top of your mouth. Make sure to brush the front, back AND the chewing part of each tooth.
Drake unbuckled his seatbelt [SFX SEATBELT/SFX DOOR OPEN] and jumped out of the cockpit of the plane.
He slithered up a snowy hill [SFX SNOW CRUNCH] and looked out as far as he could see. [SFX STRETCH] But he couldn’t see any other snakes.
What Drake could see from the top of the hill was PENGUINS. [SFX AMBIENT PENGUINS] To his left: penguins. To his right: more penguins.
But no snakes!
Time to switch your brushing to the bottom of your mouth. Keep on brushing, but don’t brush too hard!
FAIRYTALES AND FLOWERS
Then Drake remembered he’d heard of a very cold place like this before. No snakes, but lots of penguins. ANTARCTICA! Drake was in Antarctica.
MUSIC OUT
A penguin waddled over to welcome Drake.
PENGUIN SFX
FAIRYTALES AND FLOWERS
Drake felt relieved -- maybe the penguin could give him directions home!
DRAKE: HISS/RATTLE
But the penguin’s response
PENGUIN: SQUAWK
Didn’t make any sense to Drake.
MUSIC OUT
Switch to the other side of the bottom of your mouth. Make circles with your brush and be sure to cover every tooth!
FAIRYTALES AND FLOWERS
Drake needed a minute to think. So he slithered back to his plane.
And as he did, he noticed something he’d forgotten about . . . his map!
ZIG ZAG
Drake was excited! But just as he pulled open the door of his plane (SFX DOOR) a cold blast of Antarctic wind (SFX WIND GUST) swept through the cockpit, (SFX FLAPPING PAPER) picked up the map and blew it out of sight, over the heads of the penguins.
What was Drake going to do now?
MUSIC OUT
[SFX DUN DUN DUN]
THEME IN
Find out if Drake’s map makes it back to him, when you come back for more Chompers tonight. And don’t forget to 3 - 2 - 1 SPIT!
THEME OUT
(SFX SQUAWK)
Chompers is sponsored by Crest Kids, your family’s source for healthy, beautiful smiles for life. Chompers is also available for Amazon Alexa
Just Say: “Alexa, Start Chompers”
More Entries from Branded Content / Programming in Radio and Audio
24 items
More Entries from HEARTS & SCIENCE
24 items