• by Amy Corr  @MediaPostOTL, June 18, 2014

I don't highlight radio ad campaigns often, but this piece, from the Red Cross, is worth noting. The Red Cross Sectional Antioquia needed to recruit young team volunteers between 20- and 30-years-old and turned to the radio for help. Since this (foreign) target audience is big on listening to the radio, the Red Cross urged potential volunteers to be part of the "right side" by using voiceovers that can be heard either on the right or left speaker/ear bud; those targeted to the right ear mention the positive feeling of helping others. Left-side voiceovers would not do well in an emergency situation, panicking and looking to quickly saves themselves from danger. Watch this video of the audiocast with headphones in to feel the full effect. In one instance, the wrong side says: "As soon as I hear an emergency alert, I start to scream." The right side has a different approach: "As soon as I hear an emergency alert, I start to scream for backup." Listen to the ad here, created by TBWA\Columbia.