No impression leaves the best impression

Keeping it reel for British Red Cross radio


The British Red Cross marketing team identified local radio as the ideal medium to reach people who may be interested in volunteering in their community. However, their key concern was that the scripts – based on conversations with volunteers and local elderly people – sounded authentic.

Their concerns were well-founded, from experiences where production houses offered voiceovers who could ‘do a really good (impression of a) older person’

At Row-A, we think getting a voice to do an impression on your radio ad (especially when portraying a real person) just leaves a bad…er..impression (in every sense).

It also misses the opportunity to find an actor who will bring something to the part
(authenticity for one) and be a standout voice in the ad break – because they won’t sound like the regular roster of go-to voiceovers, and won’t pop up in other ads.

We found Janie. And what a find. A super actor, whose career spans nearly 60 years. A genuinely great voice, to bring some real (authentic) life to the Britsh Red Cross radio ads.

We recorded and mixed the ads at 5A Studios, Camden.

More from the blog

£96M new business and bagging two shiny gongs

By | Advertising, Branding, Campaigns, Content Marketing, Digital, Direct Marketing, Events, Experiential, Print, Row-A things, Video, Websites

Two Transform awards for Clarity Travel Management

It’s one year since we rebranded and relaunched the Co-operative Travel Management as Clarity Travel Management. In that time the group has won £96M of new business. So, this week, we were thrilled to add two shiny gongs (with finger smudges) to Clarity’s first birthday celebrations.

Read More