The Benefits of Radio Advertising

New evidence can make a big splash if we can get it into the hands, hearts and minds of opinion leaders and the general public. Radio is an ideal medium because it's affordable and versatile, and it reaches people on the go. From the speakers in a family SUV to the earphones of a student's iPod to a live radio station feed on Mom's laptop computer or Dad's desktop ... radio can connect with people where they are at home, work, play or on the road.

As more people are online and on the move, it makes sense to follow them. And, since the abortion issue touches virtually every demographic in one way or another, you're bound to reach someone who needs to hear it or will tell someone who does.

With the help of some generous volunteers, the Elliot Institute has developed some evidence-based radio spots to bring important new evidence to light. Please consider these benefits of radio and other media and help us get this message to the general public and group or organization leaders. (See Why this Campaign Matters and Which Media? to learn more about the potential of The UnChoice campaign plus tips for selecting and using various types of media.)

Benefits of Radio Advertising

Radio is one of the most versatile and far-reaching mediums. Here are a few of its benefits to consider before making a media plan.

• It's Flexible and Can Reach People 24/7. Radio works around the clock and goes where people go - at home, work or play, in cars, fit clubs, on computers, radios or portable listening devices, from dawn to dusk, for early birds and night owls, 24/7, year-round.

• It's Focused. Ads can be targeted to specific audiences based on programming and demographics. Whether you want to reach youth groups, senior citizens, women, men, families or community activists, you'll find the right programs and stations. At the same time, given the far-reaching nature of abortion and its impact, wherever you advertise you'll reach someone who needs to hear it or who will share it with someone who does.

• It's Friendly, Emotional and Personal. Professionally produced ads can appeal to busy people with a personal and compelling, conversational tone and voice speaking directly to them. Radio can have a strong emotional impact that endures long past the airing of the ad.

• Ad Rates Are Competitive and Negotiable, or Even Free. Radio is considered one of the more affordable of traditional media. Ad rates vary by station and can often be negotiated. Some stations will run the ads free of charge during late-night or less popular time frames as PSAs. (See next item.)

• Stations May Run Public Service Announcements (PSAs) Free of Charge. According to the Federal Communications Commission (FCC) a PSA is an announcement run by the media free of charge that promotes government or non-profit programs, activities or services, or other community-service announcements that are in the public interest, such as matters of health and safety. 

• Internet Versions Are Easy to Share. Internet downloads of The UnChoice radio ads can be shared on social media, blogs, via email and more, free of charge, too.

• It Has "Viral"Appeal and Potential. A message such as The UnChoice that defies conventional wisdom will get people talking. It has the potential to change the "water cooler" topics by being a conversation-starter and a fresh new perspective on an old issue. Since the ads are compassionately presented from a "big picture" perspective, it makes bringing up the abortion issue less controversial.

Advertising on multiple stations and media multiplies effectiveness. Running ads on more than one station will ensure a more effective reach and results among a desired target audience. It's best to choose a focused message and audience, and reinforce the message by running The UnChoice ads in multiple stations and in other media, too. For example, run radio ads on two or three broadcast stations, put up billboards or other outdoor ads, write letters to the editor and run small print ads. See more examples below and read Ads 101.

Challenges of Radio Advertising to Consider and How to Address Them

Before choosing to use any media, it's wise to consider its pros and cons relative to other types of media. The type of media you choose will vary depending on your audience, budget and goals. Fortunately, the challenges of radio advertising are easily addressed. This includes the opportunities mentioned earlier to advertise for little or no money. Here are a few things to consider before choosing to use radio ads:

• Radio requires a high degree of repetition. As with all advertising, many repetitions or "reps" are required,

especially in today's information-saturated world. Radio is no exception. When an ad is heard once - unless it's a downloaded podcast - it cannot be replayed if a listener missed one or two parts. Therefore, frequent reps are needed.

* Radio listeners often multi-task. Again, it requires more reps to reach listeners who may tune out portions of an ad if it's playing in the background. This can be remedied by choosing multiple repetitions and more than one station or program or other outlets, such as internet distribution. Aim for a certain cadence, so viewers become familiar with the ad.

As with all advertising, patience pays. It takes awhile to introduce and establish a new message. Consistency of message and repetition plus multiple mediums are key. A professionally produced ad will require fewer reps to be effective.

It's also good to combine ads with free media, such as letters to the editor, lawmakers and leaders, press releases or special events, and specialty advertising, such as rally signs, bumper stickers, buttons, stickers, T-shirt and other apparel, etc. You can even use the billboard art on other outdoor advertising, such as bus interior or exterior ads, bus-bench ads, and more.

Focus and Repetition Matter

Abortion affects everyone directly or indirectly. Your ads will make a difference among the general public. However, for best results it's good to focus on a narrowed audience. For example, you may choose to focus on teens or college students to educate those at risk or already hurt. Or, you may want to reach women in the general public young enough to be at risk of coercion or those suffering post-abortion issues. You may want to focus on parents or families. Or, you may want to focus on church or activist communities.

Choose your focus and then choose radio, print or other ads accordingly. It may be a campus radio station, a local newscast or news program, or family-friendly programming slots. Speak with several stations about the best time slots to reach your targeted audience.

Timing Matters, Too

You may choose to advertise during key local, regional or national dates and events. (See our Events Calendar for ideas and help with long-term planning.)

You may want to challenge the soap-box claims of "pro-choice" politicians by running the evidence-based pro-woman/pro-life ads from The UnChoice campaign during election season.

You may want to run youth-focused ads to reach, warn or inspire youth groups, teens, college students, parents and educators. These ads can run during back-to-school months, school days or even summer breaks with people have time to plan or volunteer.

You may choose to jog the public conscience with coerced or forced abortion ads during Domestic Violence week or other timely events.

You may want to boost traditional October and January pro-life education and outreach events and activities with radio ads, supplemented, for example, by Signature Ads, billboards and letters to the editor or press releases announcing a local event.

Of course, you can run these ads anytime, too, since coerced abortion and post-abortion issues are a clear and present danger. Every educational step helps expose abortion' exploitation and risk to everyone involved and warns, challenges and changes public perceptions about this issue.

Challenge Individuals and Leaders with New Evidence

People on all "sides" have been sold on the misleading mantra of "choice." Yet, as the evidence-based "The UnChoice" campaign illustrates, coercion is not choice and it's commonplace. This preface precedes abortion's abusive reality and heartbreaking aftermath ... something that is also well-documented by the Elliot Institute and others. The evidence changes the debate and challenges the presumptions of the general public.

Run The UnChoice ads to get this new evidence into the hands, hearts and minds of individuals and leaders in our midst.