Created by the BBC’s in-house agency, BBC Creative, the retro campaign, titled One of the Family, features prominent radio presenters including Sara Cox and Dermot O’Leary joining the family portraits of real Radio 2 listeners. According to the BBC, one in four people in the UK listen to Radio 2 – a number that has risen during the pandemic.
With the station now played more homes than ever across the UK, the campaign visualises the importance of these voices in families' lives. ‘With Radio 2 on so much in people’s homes, we thought the presenters might start to feel just like one of the family,’ shares a statement from BBC Creative.
By symbolising this relationship in a playful way, Radio 2 is showing how aural media can create closer connections. In our microtrend, Connective Audio, we explore the resurgence of audio with new digital spaces that have enhanced personal relationships during the pandemic.