Xfm is launching a TV and cinema ad campaign on March 4 with the strapline ‘Don’t be afraid!’, in an effort to broaden its audience. Quiet Storm has created three ads for the campaign. They include a 60-second version called The Little Radio and two 30-second versions called The Restaurant and Georgia. The launch is preceded by a four-week teaser campaign in London, including fly-posting, fake road signs and stickers featuring the ‘Don’t be afraid!’ strapline. Xfm hopes the campaign will demonstrate to potential listeners that it does not take itself too seriously and plays more than independent music.