New York Market Radio (NYMRAD) is offering a big prize for brands and/or their agencies to promote the “Let’s Move” initiative of First Lady Michelle Obama against childhood obesity. As you would expect, the campaigns must use radio as the primary medium.
NYMRAD is calling the competition “The Creative Challenge for Change” and pitching it as “the ultimate creative competition for brands and/or their agencies. It will award $250,000 in on-air and online media from New York Radio outlets, plus $10,000 cash for production and $10,000 cash award for the creator(s) of the Grand Prize-winning campaign.
Entries must be integrated campaign pitches that use radio as the primary medium and must include a produced spot (and may also include assets like talent, digital and event) to promote Michelle Obama’s “Let’s Move” initiative by developing a concept and strategy to educate the public on child obesity prevention.
The Grand Prize Winner will be selected from three finalists by a live audience vote during NYMRAD’s “ listen… The Sound of Influence,” an October 5th event that showcases radio’s continued ability to highly impact and motivate audiences over multiple platforms as part of Advertising Week in New York.
“We are inviting global thought-leaders and change-agents to showcase their creative work through sound,” said Deborah Beagan, Executive Director, NYMRAD. “Entries should be multi-platform campaigns that represent the ‘best of the best’ in content that is shaping the advertising industry and showcase all the capabilities and tools that Radio offers advertisers for engaging and interacting with consumers.”
Alex Cameron, NYMRAD Chair noted, “A huge part of marketing today begins with ‘listening’ to your target consumer and understanding their social values – what motivates them and why. We can ‘listen’ to them through research, surveys, social media habits and discussions and then we have the opportunity to respond and serve up what they want and how they want it. Radio remains a highly effective way to do that with a localized tone and it’s time we expect a better job on quality and clever audio creative. It’s a big missed opportunity for some, especially considering the level of influence on-air talent has combined with the instant ability for radio brands to mobilize their social media fans. I’m excited to see what the creative community talent puts forth against a radio focus.”
To encourage participation by independent producers, NYMRAD will award $1,000 to the winner in that category. The three finalists and the Independent Producer winner will be selected by a panel of industry experts and judged on original thinking, how well the assets of terrestrial Radio were implemented, and how well the campaign incorporated and met the goal and objective of “Let’s Move.” The finalists and the Independent Producer campaigns will be showcased live during “ listen… The Sound of Influence” and receive a Certificate of Acknowledgment.
Entries must be submitted in video format at www.nymrad.org/contest, no later than the deadline of 3:00 p.m. Friday, September 9, 2011. Additional details and full contest rules also are available on the site.