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A clever marketing campaign encouraged listeners to head outside.
Outdoor magazine, Go Outside, partnered with a Sao Paulo radio station to add a 15 khz frequency sound to its normal music program between 6 p.m. and 8 p.m. The frequency can’t be heard by humans, but to mosquitoes, it mimics the sound of a dragonfly – a natural predator of mosquitoes. The concept encouraged listeners to head outside without having to worry about annoying mosquito bites.
Repellent Radio was developed the Brazilian creative agency Talent. The marketing campaign recently won the Grand Prix in the Radio Lions contest as part of the Cannes Lion festival.