VIRAL OUTBREAK: The day radio listeners heard two versions of the news.
With all the noise, how did we get people to listen
The news online is noisy with misinformation. This interactive radio commercial changed behaviour by letting listeners pick a side.
It was a day that woke people up. They could not believe what they were hearing.
Two conflicting reports at the same time. Played on the same commercial, one on the left speaker and the other on the right. Listeners could engage and choose which side of the story suited them, by switching to the left or right speaker. At the end of the commercial was a pointed message.