Want to hear a radio purposefully made to be annoying?
urbanmedia’s Content Editor, Kinga Piotrowska, explains why Greenpeace’s “Repeaters” radio ad was so impactful and how it effectively used the power of audio in raising awareness.
We hear and see so many campaigns about climate change, that we can often drown them out without even realising. This is why I loved this campaign by Greenpeace. It’s different – and a bit annoying (in a good way).
We all know that once you hear an irritating song, it usually gets stuck in your head for days. Well, this ad tried to play on the same kind of nerve.
In September 2020, Greenpeace launched a striking radio campaign titled “Repeaters”, designed to raise awareness about plastic waste and its long-lasting environmental impact.
With the pandemic fueling an increase in single-use plastic consumption, the campaign targeted an urgent issue: the sheer length of time it takes for common plastic items, like straws and plastic cups, to break down in nature.
The “Repeaters” campaign stands out for its effective use of the audio medium.
By leveraging the strengths of sound, the ads communicated the devastating persistence of plastic waste in a way that visuals alone could not have achieved, and that’s why I think this radio campaign is both powerful and memorable
The key strength of audio is its ability to evoke emotions and engage listeners on a deeper level.
In this particular campaign, the sound of a plastic straw or cup being used creates an immediate connection with the listener, bringing to life an everyday object that many people use without thinking about its environmental impact.
The sounds of these items—whether it’s the slurp of a straw or the crinkle of a plastic cup—are familiar and relatable, yet the accompanying message about how long these items take to decompose in nature provides a sharp contrast. The mundane sounds with the grim reality of their environmental toll makes the message hit home much harder.
One of the standout features of the “Repeaters” campaign is its simplicity. The radio spots do not overwhelm listeners with complex facts or environmental jargon. Instead, they focus on a single, clear message: plastic waste takes centuries to break down.
This approach makes it easy for listeners to understand the scale of the issue, even if they have little prior knowledge of environmental concerns. The radio format allows for concise messaging that sticks with the audience long after the ad has finished playing.
It’s also a clever reflection of the way repetition is used in the ads to reinforce the key message. This repetition makes the information more memorable and encourages listeners to reflect on their own consumption habits.
Through engaging sound design, clear communication, and clever use of repetition, the campaign successfully raises awareness about the long-lasting impact of plastic waste.
Have a listen here: https://www.youtube.com/watch?v=hsRXPd6efjA
By resonating with listeners on an emotional level, it compels them to reconsider their everyday actions and take responsibility for the environment.
