#BreakTheMould
Cape Talk Radio
Issue 42 | March 2017
Agency
Y&R South Africa
Creative Team
Chief Creative Officer Graham Lang Creative Director Nkanyezi Masango Head of Art Gareth Cohen Art Directors Wade Barnes Lushca Brink Copywriter Beatrice Willoughby
Production Team
Production Manager Rory Bonnes Producer Justin Fraser Music Chris Querido
Other Credits
Account Director Megan Hall
Date
Summer 2016
Background
Cape Talk Radio, a leading radio talk station in the Western Cape province, known for starting meaningful debates, wanted to increase their commercial value and enhance their relevance in today's ever changing competitive market.
Idea
The idea was to start a conversation about gender-specific toys, which established Cape Talk as a forward-thinking radio station while also challenging outdated, narrow-minded gender bias. Stereotypical 'boys' and 'girls' toys were repackaged to be gender-neutral. The toys were sent to leading toy retailers and a family psychologist, inviting them to the show.
Results
The conversation spread on air and online, getting parents and toy companies alike to rethink the way children's toys are packaged, promoted and purchased.
Our Thoughts
Most media follow stories. Here’s Cape Talk creating the agenda and leading the news. The mash-up toys are very funny but even as you start laughing at the
Ninja Fairy you realise that the issue it describes is not actually very funny at all. For some people, trying to deal with their gender and sexuality is a source of great misery. Anything that helps them feel they are not alone has to be laudable. Well done Pippa Hudson and Cape Talk for raising a subject many other commentators would prefer to avoid.