Truth Detector
Radio 89 FM
Issue 40 | September 2016
Agency
DM9DDB
Creative Team
Chief Creative Officers Aricio Fortes Marco Versolato Digital Interactive VP Igor Puga Executive Creative Director Paulo Coelho Creative Directors Leo Macias Zico Farina Adriano Alarcon Art Director Rafael Segri Copywriter Filipe Medici Designer Daniel Matsumoto
Production Team
Production Clariana Costa Nereu Marinho Photographers Sérgio Prado Kauê Uema Digital Production Eduardo Martin Rafael Gomes Leonardo Santos Digital Production Company J&M Consultoria Image Production Company Spray Filmes Sound Production Company Bastart Post Production Studio Great Matheus Basilio
Other Credits
Media Adrian Ferguson Vicente Varela Vilma Morais Kellvyn Maior Account team Marcelo Passos Tania Pena PR Lana Pinheiro
Date
2016
Background
Beset by economic and political crises, Brazil was also suffering a credibility shortfall. No-one believed anyone, even fellow citizens.
In circumstances like this, the public looks to the media, which has a duty to demonstrate its transparency and trustworthiness.
Influential broadcaster Radio 89 FM decided to create a new programme format to clear things up.
Idea
Radio 89 FM launched a new interview format, the 'Truth Detector', in which interviewees' answers were checked by a polygraph in real time.
The programme worked like this: once the guest had accepted the challenge, They were wired up to the polygraph. Using RDS technology, the polygraph results were broadcast simultaneously with the radio signal – live and in real time – and appeared on the display screens of in-car radio units and smartphones.
Listeners, who could send in questions by social media during interviews, could actually see when interviewees were telling the truth or lying. Porn king Oscar Maroni was caught in a lie about his attitudes to prostitutes, supermodel Renata Kuerten was honest about faking orgasms, and a government official – perhaps fearing exposure by the polygraph – gave a surprisingly honest answer about the zika virus.
Results
Media coverage of the initiative earned millions of impressions.
For the second season of the Truth Detector series, Radio 89 FM invited 94 politicians to talk on the show. None accepted.
Our Thoughts
Wow, what a fantastic idea. What else is the media for, if not to hold the powerful to account and shine the light of transparency into murky corners?
This is never more important in a democracy when some sort of crisis has taken hold.
Imagine how effective the Truth Detector would have been during the UK’s Brexit debate, wiring up Donald Trump or Hillary Clinton, or asking Angela Merkel what she really thinks about refugees.
I’d like to see a few more radio broadcasters copy the idea. First, it’s perfect for radio, where you can’t see the body language of an interviewee. And second, it’s an ideal way to promote the medium and gain market share.