Because it transformed one of the most crucial days of Chile's history in more than 10 hours of engaging audio content for our target audience, who relived the chilean coup d'état (the first day of a 17 years dictatorship) through radio, just as it happened back then. This campaign was thought to put youngsters in the shoes of their parents, so that they could literally listen and follow the 11th September, 1973 in real time, feel the uncertainty, the fear, the impotence.

And from there, open a conversation.

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

The Museum of Memory and Human Rights, at the time, 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. And polls showed that some youngsters were buying it.

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 engaging content that was highly reliable and that could create an emotionally powerful experience.

To shed some light over what happened the 11th of September of 1973 to those youngsters who were not here to live it, we took the audio archive of the museum and added them to files (the ones that survived) from different radios that transmitted what was happening that fatal day, and edited them to match the minute by minute of what was lived that day. 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 FB 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 here to live that fatal day. A generation really connected with immersive experiences of content. That's why the immersive the experience we made, the better, and using real facts transforming it in "real time" audio content, we expected 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.

The approach 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.

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 (the first day of a 17 years dictatorship), just how it happened. All this material was broadcasted during the 11th of September, 2018 (the 45 anniversary of that fatal day), 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. Also this broadcast was replicated on several regional radio stations that re-streamed our original frequency modifying their daily radio schedule (free media), on sintonizaconlamemoria.cl, on a streaming via Facebook Live, in schools and even in the very same Museum of Memory.

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 show 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.