Brothers In Arms Youth Mentoring: Aaron

A radio campaign for Brothers In Arms revealing the truth behind how at-risk children really feel.

The campaign took advantage of both mono and stereo frequencies in order to hide a hidden message in each ad.

An unbranded 30-second ad first. This was followed by a 45-second ad – an exact replica of the 30. The only difference was, at the beginning of the second ad, listeners were invited to switch from stereo to mono.

When listeners did this, they heard a hidden message, which had been there all along.

To experience how the ads worked on radio, listen to the first piece of audio with a mono/stereo capable stereo or headphones.