BBC RADIO x REFINERY29
Strategy / 2018
From BBC Radio x Refinery29
Idea: ‘29 Questions with Annie Mac’
BBC Radio wanted to bring more awareness to the Annie Mac show whilst growing the listenership by getting more people to connect with the host.
The response was to turn the tables in a ‘get to know me style’ promotional feature for BBC Radio 1 in a video format titled ’29 questions with Annie Mac’ - an informal style interview conducted by fellow friend and colleague DJ Clara Amfo at BBC Radio 1 in a cosy home like setting.
The promotional showed not just solidarity amongst women but also illustrated how content and storytelling speaks to and represents women, sparking the conversations that matter most and allowing her to connect with the audience. A catalyst for women to feel, see, and claim their power in all facets of their life whether at home, work or social setting with friends.
The promotional piece featured on Refinery29’s social and BBC’s digital platform.