Write a short summary of what happens in the radio or audio execution or campaign.
Turkey’s leading telecom operator Turkcell can reach almost 40 million people everyday. In cooperation with The Families of Missing Persons Families Association, Turkcell became the voice of hundreds of missing persons’ families by turning missed call voice message into a new media. When you call someone if he/she can not be reached, a standard voice message starts. “The person you have called can not be reached at the moment”, and then, a relative of a missing person continues the message by saying that he has not been able to reach his brother for years. And then the message directs people to the website: unreachables.com
The website lists information about hundreds of other missing persons. Names, ages, photos… The website also provides people with information on preventing future losses of loved ones.
Script. Provide the full radio advert script in English.
The person you have called can not be reached
at the moment.
A MISSING PERSON’S BROTHER:
…You can reach the person you have called on your next call.
But I have not been able to reach my brother Abdulhamit Ozbilici for years. To help us find him and other missing persons please visit unreachables.com.
Explain how the work innovatively used the radio / audio medium.
For the first time in the world, the missed called voice message has been turned into a medium for a social responsibility message.