Why It Matters
Radio remains the most trusted and accessible medium across the region. But alone, it’s just airtime. To create real impact, radio must be integrated into broader engagement strategies that spark conversations and lead to action. Consumption of radio has changed over time, however media buy and rate cards has not reflected these changes
Our Approach
- We design engagement strategies with radio as the anchor, connecting it with digital, on-ground, and social touchpoints.
- We curate regional programmes that speak native, building awareness, trust, and ultimately adoption.
- We focus on interactivity: not just broadcasting, but sparking dialogue with audiences.
Example
Through The Mix, we successfully engaged regional audiences in financial literacy campaigns for CRDB Bank. This initiative garnered over 3,000 calls, 12,000 text messages, and awarded more than 600 incentives to listeners across six regions: Arusha, Mwanza, Kilimanjaro, Geita, Tabora, and Zanzibar.