Radio and OOH Ads
First Step VA
First Step VA is a
_edited.png)
Radio and Podcast Ads
First Step VA
About the Brand
First Step VA is a trusted, compassionate organization dedicated to supporting victims of domestic violence in Harrisonburg and the Shenandoah Valley. With a 40+ year history, it provides critical services such as a 24/7 crisis hotline, emergency shelters, legal advocacy, and counseling. Rooted in empathy and community, First Step empowers individuals through resources that emphasize safety and self-reliance, striving to be a beacon of hope for those hesitant to seek help.
The Ads
The primary goal of the radio and podcast ads is to increase awareness of First Step VA as a reliable, confidential, and empowering resource for domestic violence victims. By targeting "me too"-inspired Believers and independent Makers, the ads will highlight First Step’s proven credibility and create a sense of trust that encourages victims to take the critical first step towards safety and support.
Creative Brief
.png)
Radio
Script
Produced Radio Spot
Creative Approach
Media Placement
The creative approach being used for the radio ad is “one voice”. This is used to establish a sense of vulnerability between the voice and listener, as the ad is targeting domestic violence victims who might not trust support from organizations. The voice is a young female in her 20s to be relatable with the target audience of females ages 16-24. She speaks about a past experience with domestic violence in a confident tone to reinforce the idea that seeking help from First Step is a sign of individual strength. The script avoids using explicit terminology to leave room for the listener to empathize with the situation and without fear of harsh labels. The overall script conveys the big idea for the organization to be viewed as a reliable and trustworthy place for victims to get support. Inspiring instrumentals play in the background throughout the advertisement, empowering the listener to take action.
​1. 93.7 Now is an ideal radio station for First Step’s advertisement due its strong appeal to local female residents aged 16 to 24 residing in Harrisonburg and surrounding areas within the Shenandoah Valley. This demographic often navigates intimate partner relationships, making it crucial for First Step to connect with them. The station’s local focus allows for effective community engagement, ensuring that First Step can raise awareness about its services. With a mean travel time of 22.1 minutes for local commuters, advertising on 93.7 Now ensures that First Step’s vital message reaches an accessible and relevant audience, supporting its mission to address domestic violence in Harrisonburg and Rockingham County.
2. The radio ad for First Step could also be played on WKCY-FM 104.3 due to its strong connection with the local community in the Central Shenandoah Valley. As a country formatted station, WKCY-FM appeals to a diverse audience, including individuals who value local programming and community issues. With a local focus, WKCY-FM facilitates community engagement, allowing First Step to effectively raise awareness about its services. This service features the top country hits, which may be appealing to female residents aged 16-24.
3. The third radio station is WKCY NEWS RADIO 107.9 FM which discusses Harrisonburg’s news, weather, and traffic. While primarily known for its news and talk format, the station engages with younger listeners who are interested in current events and community issues. As these listeners tune in during commutes to school or work, the station provides a valuable opportunity to reach them with important messages, supporting First Step’s mission to combat domestic violence.
Podcast
Script
Produced Podcast Spot
Creative Approach
Media Placement
The approach being used for this podcast advertisement is “multivoice”. Two voices are used to establish a sense of credibility and allows the listener to feel like they are not alone in their experience. The podcast script targets domestic violence victims who might not trust organizations for support by referencing the “600 people in the greater Shenandoah Valley area” who confided in First Step this year. A young woman in her 20s is used to establish relatability with the target audience of females ages 16 to 24, followed by an older woman in her 40s who supports her with a tone of experience. The podcast script is cohesive with the brand’s radio ad. The script avoids using explicit terminology, leaving room for the listener to empathize with the situation, and to avoid potential resistance from harsh labels. Inspiring instrumentals play in the background throughout the advertisement, empowering the listener to take action.
1. The podcast advertisement for First Step VA will be through Shenandoah Valley Life podcast, a platform created for people who live and work in the Shenandoah Valley. The podcast offers various topics and covers general life in the Valley. It attracts people who live in the Valley and want to learn more about the area they are in as well as tourists who are interested in the Valley and who may have interest in traveling and hiking. With James Madison University in the Shenandoah Valley, there are also student listeners who are within the 16-24 target audience age. When placed in this podcast, the PSA will promptly reach the necessary demographic target audience and ensure higher awareness for First Step, as it is located within the Shenandoah Valley and mainly helps those living in the Valley.
2. The podcast advertisement for First Step VA can also be played by Harrisonburg 360, a podcast used to record stories of immigrants in the Harrisonburg area. This podcast is designed to give people who have immigrated here a voice and allow them to talk about their stories. By placing this ad in this podcast, it will create awareness for a problem that people who may not understand the depths of domestic violence. For a podcast based on giving people a voice, First Step VA also gives people a voice and gives them the resources to receive help.
3. The third place the podcast advertisement for First Step VA could be placed in is JMU Sports News Network, a podcast that discusses various topics related to James Madison University sports. The target age for this advertisement is 16-24, and the majority of students at James Madison University are within this age range. Students may not understand that domestic violence can occur at their age, before being married or living together. Therefore, directly targeting students will help them to understand the impact of this type of violence and give them the resources to learn more.
References
Claritas 360. (2024). Claritas segmentation | Generation web. https://claritas360.claritas.com/mybestsegments/#segDetail/PZP/48
Domestic Shelters. (2015). About.https://www.domesticshelters.org/about
Domestic Shelters. (2015). Demographics and domestic violence.https://www.domesticshelters.org/resources/statistics/demographics-and-domestic-violenceFirst Step. (2021).
First Step VA | Home. https://www.firststepva.com/First Step. (2021).
First Step VA | Staff and board of directors. https://www.firststepva.com/staff/
​
Strategic Business Insights. (2009-2024). VALS™ | Believers. https://web.archive.org/web/20240417175453/https://www.strategicbusinessinsights.com/vals/ustypes/believers.shtml
Strategic Business Insights. (2009-2024). VALS™ | Makers. https://web.archive.org/web/20240309222836/https://www.strategicbusinessinsights.com//vals/ustypes/makers.shtml
Strategic Business Insights. (2009-2024). VALS™ | Sample demographics and behaviors. https://web.archive.org/web/20240210050558/https://www.strategicbusinessinsights.com/vals/demobehav.shtml
Strategic Business Insights. (2009-2024). VALS™ | US framework and types. https://strategicbusinessinsights.com/vals/ustypes.shtmlU.S. Census Bureau. (2023). QuickFacts: Harrisonburg, Virginia. https://www.census.gov/quickfacts/fact/table/harrisonburgcityvirginia,US/PST045223
​
U.S. Census Bureau. (2023). QuickFacts | Harrisonburg, Virginia. https://www.census.gov/quickfacts/fact/table/harrisonburgcityvirginia,US/PST045223
Audio References
Westlake, Vance (Composer). (2024). We’d Still Be Instrumental [Music]. Universal Production Music. http://links.universalproductionmusic.com/7qb8fz