Radio Road Block
After a record 27 shaken babies in Milwaukee in just 9 months, BVK aired a morning drive time radio spot of a baby crying for 60 seconds. The catch? The spot aired on every station in Milwaukee at the same time. They called it the “message you couldn’t escape” and it generated over 6-1/2 hours of tv and radio coverage about the shaken baby epidemic. The result was a complete halt in shakings in Milwaukee for 4 months.