www.bbc.co.uk/radio1/djs
Radio 1 has always championed specialist musical tastes. So when a change in their schedule meant that a lot of their specialist shows were moving to later time slots it was important to let listeners know about the change, but also to make it clear how much Radio 1 still valued these shows.
A contrived advertising message was not something that Radio 1 listeners were going to respond well to. For this target market, nothing is more important than being genuine. So the best solution was to let the DJs sell themselves.
The end result is a series of twelve films in which the DJs share their musical backgrounds and passions. Building stronger relationships between themselves and their listeners. And in doing so, reiterating Radio 1’s commitment to musical diversity.