We created an immersive digital story-telling experience which shows the transformative power of local radio in Africa. A compelling narrative to really connect the target audience with the impact of the project.
On-air success through digital storytelling
Great broadcasts grow interaction.
Empowering Local Radios with ICTs.
In developing countries, local radio is a crucial communications channel for discussion and change on issues such as education, politics, human rights and women’s issues.
UNESCO, the United Nations Educational, Scientific and Cultural Organisation, has supported 32 radio stations in seven countries across sub-Saharan Africa since 2012.
But radio stations are often held back by insufficient skills and knowledge in Information and Communications Technology (ICT), which means they are unable to reach everyone who may benefit from their shows. In order to create great broadcasts and grow interaction with audiences, UNESCO provided the people operating those stations – managers, producers, technicians, correspondents – with ICT skills and equipment through the Empowering Local Radios with ICTs initiative.
Engage the audience.
An unconventional way to share success.
The initiative has helped radio stations improve ICT capabilities to stimulate public debate, engage communities around local issues, promote gender equality and change people's lives.
However, UNESCO needed a way to showcase the success of the project and demonstrate impact to supporters and funders, which is why they approached digital product studio Addition.
Sparking funders’ interest through storytelling.
Instead of starting with a brief about what we needed to produce, the UNESCO team worked collaboratively with Addition, sharing lots of excellent audio-visual content provided by the initiative’s contributors and generating lots of different ideas.
When we saw the wealth of content, we knew we needed to put the narrative at the heart of the product. We wanted to create a compelling narrative to really connect the target audience – funders such as international development agencies and NGOs – with the impact of the project on local communities. While any potential funder would need more in-depth material such as detailed impact reports in order to make a funding decision, the team planned a storytelling experience to capture the inspirational essence of the project, and spark interest, as a step in the funder journey before providing that next level of detail. The teams worked together to shape the experience using audience insight, storyboarding, copywriting, iterative design, prototyping and technical build.
The success of this project needed to be shared. We wanted to use digital media in an unconventional way for the sector, telling a story that would engage the audience and make them want to find out more and participate.
We wanted to deliver an immersive storytelling experience, something more common in mainstream online news media, but instead geared to a niche target audience.
http://radioict.org was launched on 13 February 2016 - World Radio Day. It’s a great example of how a close collaboration between client and product studio, with a tight focus on the core concept and purpose of the product itself, can produce an exceptional result.