Young people in Chile privilege the use of Social Networks as their nº1 Media platforms. The Memory Dial Media strategy was relevant because it created an audio gallery that relayed the 11th of September of 1973, and decided to relive the events that happened that day through two traditional media: the radio (national and regional stations, along with online streaming) -which was the medium with less military censorship during the time of the chilean coup d'état- and Outdoor, as a way to impact people through a more personal and emotional experience.

In Chile, the 11th of September of 2018 was the date in which we commemorated 45 years since the military coup, the day where started a 17 years dictatorship. But today, the minimization and negationism around the crimes commited during the dictatorship are a common issue among younger generations and even some politicians that justify these acts. Even, The Museum of memory and Human Rights was being questioned by right wing parties, saying that it was founded to portray a false version of history, as things happened differently, without violence, or didn't even happen.

In this commemoration, the museum needed to raise awareness of the violence and the gravity of human rights violations during the dictatorship, especially among young Chileans. Thus, the objective was to reach young people and create awareness through Media that was highly reliable and that could create an emotionally powerful experience.

Young people in Chile prefer Social Networks and they consume mainly audiovisual content. Nevertheless, radio has not lost its place and has kept a high level of credibility, unlike TV or press.

To make them understand what really happened back in chilean 9/11, The Museum of Memory decided to use the radio, the medium with less military censorship during that time, to broadcast an audio gallery that relayed the 11th September, 1973, just how it happened. Using radio as a media, we created an immersive experience making young people travel in time and experience something they never lived, as if they did.

The idea was to stop "telling them" what were those times like, and make them live it so they could make their own conclusions. We believed that the strongest opinion was going to be their own.

Our target was young Chileans and people who denies the human rights violations occurred during the dictatorship.

Our media plan consisted on a broadcasting of the audio gallery through radio (on a nation-wide open frequency), Facebook streaming and Outdoor spaces, such as schools and the very same Museum of Memory.

Our approach to create our Media plan was, first of all, to create an immersive experience, made by real facts, all true, all in real time. To increase credibility and reverse the minimization and denial around the crimes committed during the dictatorship. And second, to create a highly emotional atmosphere that could make a great impact and touch the hearts of everyone who listened to the grim and shocking reality of the military coup day.

To make them understand what really happened back then, The Museum of Memory decided to broadcast the audio gallery on the radio, the medium with less military censorship during that time, on one of the AM radio stations that were shut down by Pinochet in 1973, starting the transmission at 8am to match the minute by minute of which was happening that day, and ending at 6pm. Also this broadcast was replicated on several regional radio stations that re-streamed our original frequency modifying their daily radio schedule (free media) and on sintonizaconlamemoria.cl, on a streaming via Facebook Live.

Besides, it was broadcasted in Outdoor spaces such as schools and even in the very same Museum of Memory.

Previously, we had publicity on radio, TV and digital display, in addition to PR actions, to communicate the Museum's action for the 45th anniversary of the military coup.

The people that was reached with the transmission that ONE DAY, equals 21 TIMES the visitors that the museum makes IN ONE YEAR.

#45YearsOfTheCoup was Nº1 Treding Topic that day.

Just on our website, we got an audience from 78 different countries.

Average visit duration to sintonizaconlamemoria.cl of 06:26 minutes.

All national news tv shows featured The Memory Dial as one of the most memorable actions for this 45th anniversary of the coup.

A new bill against negationism and minimization of the crimes committed during the dictatorship is being discussed in the congress.