Using radio advertising and audio branding to support hospice awareness.

Julia’s House wanted to raise awareness of its vital work supporting children with life-limiting and life-threatening conditions and their families, across Wiltshire and Dorset. MEERKATworks supported the charity with a digital audio and radio advertising campaign built around a bespoke piece of audio branding.

The campaign began with the creation of an original music arrangement for Julia’s House. This gave the hospice a distinctive audio identity that could be used across different platforms, helping the campaign feel consistent, recognisable and emotionally connected to the charity’s work. MEERKATworks then planned and negotiated a radio and digital audio campaign to reach audiences across the Wiltshire region. Activity ran across platforms including Greatest Hits, Spotify, DAX and Octave, allowing Julia’s House to connect with listeners through radio stations, podcasts and music streaming environments.

Digital audio was an effective fit for the campaign because it allowed the message to be carefully targeted by location, while still carrying the warmth and emotion of sound. Alongside the digital audio activity, MEERKATworks also produced a legacy advert and an awareness advert, giving the campaign different creative routes for speaking to supporters.

OOH advertising was added to run alongside the audio campaign, helping to increase visibility and reinforce the message in the local area. Together, radio advertising, digital audio and outdoor media helped Julia’s House build recognition and reach people across multiple everyday moments. For charities and not-for-profit organisations, digital audio and radio advertising can offer a powerful way to raise awareness, tell a story and connect with people in a human, memorable way.