WDPR is Dayton's only classical music station. This campaign was developed to build the listening audience and have special appeal to a younger demographic. We used a graffiti approach to break out of the visual clutter and create a new awareness of the station's programming. Supporting the billboards were street banners, car window stickers, and a series on local newspaper ads.

As a result of this campaign, the station's listenership increased by 40% in one rating period. Many of the new listeners were in the desired 25-45 age demographic. This campaign went on to win top honors as the best Public Radio Marketing Program in the United States. It was fun and it worked.