In a moment in which the violations of the human rights during the chilean dictatorship where questioned and denied by young people, even some politicians justifying these acts, it was necessary to make an action that could create awareness an impact in the Media. The Memory Dial based its campaign on 1973's PR (radio press), to create an audio book and spread it organically through other radios, TV news, online press, gaining exposure without spending money.

In Chile, the 11th September, 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 denial around the crimes committed 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 PR with media that was highly reliable and that could create an emotionally powerful experience.

We used the radio, to relive through audio the chilean coup d'état of 11th September, 1973 (the first day of a 17 years dictatorship), just how it happened. Broadcasting more than 10 hours of newsworthy audio content on one of the AM radio stations that were shut down by Pinochet in 1973. Using the PR and real news from 1973 to create an immersive experience to make them live how it was this tragic day, generating PR around the museum with news from 45 years ago.

The 11th September is an important day for Chile, and like any other commemorative day, the press is looking for stories about the commemorative actions that took place. 2 weeks prior to the chilean 9/11, the Museum of Memory was being questioned by right wing parties, saying that it was founded to portray a false version of history. That's why we decided to confront this opinions with entirely the truth.

In order to change this opinion and generate awareness of the gravity of human rights violations during the dictatorship , we decided to use the most impactful content for this date: real audios from different radios that transmitted what was happening that fatal day to recreate in an immersive experience the coup d'état again. We used the PR of back then, the news from 1973, to gain PR around the Museum of Memory, 45 years

Previously to the activation on radio, we had an advertising media plan on radio, TV and digital display announcing the experience what we were going to do with the Museum, in addition to PR actions like press releases for the different media channels, to communicate the Museum's action for the 45th anniversary of the military coup.

We recovered, edited and organized in chronological order more than 550 audio files from different radios that transmitted what was happening in the 11th September, 1973. Compiling all this material in a minute by minute timeline to relive through audio the chilean coup d'état. All this material was broadcasted during the 11th of September, 2018 (the 45 anniversary of that fatal day), on one of the national-wide AM radio stations that were shut down by Pinochet, starting the transmission at 8am to match the minute by minute of which was happening that day.

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.