The campaign, implemented by M4C and Kameleon, will include hour-long programmes funded by NCS to run on the Kerrang and Hits Radio channels from now until March.
Airtime commercials, voiced by Alex James, geared towards driving traffic to the NCS Facebook page and website will also run.
Online elements of the campaign will involve bespoke video executions explaining the NCS initiative, a three-week youth scheme run by the Cabinet Office Shared Communication Services (formerly the COI), as well as encouraging viewers to register for the programme on the LissUK and Hits Radio web pages.
The partnership was announced the same week as Bauer kicked off its Big Audition initiative encouraging musicians to raise money for its Cash For Kids charity, a corporate social responsibility (CSR) scheme, in return for the chance to have their music aired on its Kerrang Radio channels.
The competition kicks off next week when Big Audition participants have to pay a £60 registration fee to enter the scheme which begins with a judging panel, including Kerrang’s staff writers, vetting MP3s submitted by entrants.
Successful entries are then aired on the magazine’s website where listeners are also encouraged to vote on their favourite tracks. The top five entries will then play at a live gig hosted at the Jamhouse in Birmingham during March where an outright winner will be selected.
Entrants’ registration fees are donated to the Cash for Kids charity, which donates grants to local charities such as children’s hospitals, with the competition also set to be promoted on stations across Bauer Radio’s Place portfolio.
Sally Aitchison, managing director for Bauer Radio’s Cash for Kids programme, says the CSR scheme helps boost brand awareness for its stable of brands.
“If people feel closer to our brands [through its donations to local charities] the more likely they are to keep coming back and engage with it,” she says.