Did we get people to talk? Indeed we did. CFRB's rating points rose by 1.9. Passionately engaged callers and the fervent hot debates also examined the motivation behind the campaign and truly drove home its effectiveness. Some people couldn't even wait to get on air; airing their opinion directly on our signs.

The press kept the debates alive with interviews of the man on the street, experts on prostitution and homelessness and CFRB spokespeople - keeping the debates alive. This resulted in over $100,000 worth of free additional media and exposure to nearly four million people in the GTA.The result of this experience was a talk radio station that once perceived as outdated and irrelevant was now the talk of the town.

Polite Torontonians prefer to ignore the city's underbelly, rather than talk about it, let alone voice their opinions in a public forum like CFRB 1010 Talk Radio.

It's medium many consider outdated: Old people talking about old news. In an increasingly fast-paced and evolving world, the public was inclined to get their news elsewhere. We needed to create the opportunity for people to experience that this talk radio station isn't what they think. We needed to get people tuned into the issues so they would tune into CFRB.While we wanted to resonate with current listeners, we also wanted to get new listeners to participate. The more passion we could incite, the more involved people would get, essentially becoming advocates for CFRB.

We needed the media to be so "in your face", it had to stop people in their tracks, encourage them to talk, draw crowds, drive word of mouth, and force everyone from the man on the street to mainstream media to bloggers and social network junkies to take note and participate in the debate. We wanted to inspire discussion that would take on a life afterwards.

We went where the issues were and they became our media: Prostitutes questioned the legalization of prostitution, while beggars pondered the idea of pan-handling, chalk body outlines appeared on streets questioning crime rates and smokers found themselves being called out for puffing away their healthcare benefits. CFRB was everywhere.