The campaign was designed to make young people travel back in time, to make them experience something they never lived, as if they did. This campaign was thought to put youngsters in their parents' shoes, so that they could literally listen and follow the 11th of September, 1973 in real time. Feel the uncertainty, the fear, the impotence.

And from there, it worked to open a conversation.

In Chile, the 11th of September of 2018 was the date in which we commemorated 45 years since the historical military coup.

The Museum of Memory and Human Rights, at the time, was being questioned by right wing parties, claiming that it was founded to portray a false version of history, as things happened differently, without violence, or didn't even happen. And even some polls showed that certain younger people were buying into this discourse.

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 an immersive experience with new, current media that was highly reliable and that could create an emotionally powerful bond with our target audience.

To shed some light over what truly happened on the 11th of September of 1973 to those youngsters who were not there to live it, we took several audio snippets from the museum's archive and radio transmission files (the ones that survived) from different radios that transmitted what was happening that fatal day, and edited them to match the timeline of the day as if it was being broadcast today. All facts, all true, all in real time.

The transmission was aired the 11th September, 2018, from 8am until 6pm, no cuts; on a nation-wide open frequency, regional radios, at TheMemoryDial.cl, and Live through the Museum's Facebook profile.

The campaign was aimed at young people mainly, specially those who were born after 1989, who didn't get to live under dictatorship. Plus, anyone who was born after 1973 and wasn't there to live that fatal day.

The approach was to stop "telling them" what those times were 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. No influences, just raw data.

We took more than 550 audio files from the museum's archive and others donated by different radio stations that were broadcasting that day (files that luckily survived), to edit them and put them together in one unique file, more than 10 hours long.

We then started our campaign, letting everybody know that the 11th September, 2018, we would be re-living the 11th September, 1973, in real time, just as everybody else did 45 years ago: through the radio (TV Stations were the first ones to be put down by the military).

The transmission was aired on a nation-wide open frequency (Radio Santiago AM, one of the radio stations that were shut down by Pinochet in 1973), regional radios that re-streamed our original frequency modifying their daily radio schedule (free media), on TheMemoryDial.cl and also on a live stream through the museum's profile on Facebook.

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

#45YearsOfTheCoup was Nº1 Treding Topic that day.

On our website alone, we got an audience from 78 different countries.

Average visit duration was 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.