As a well-known, international broadcaster, how might we reach a young audience that increasingly views radio as an obsolete medium?

In this week long project, we chose to approach the brief through the lens of a persona named Robert, a 22 year old college student. Robert shared the following insight: “It’s hard for me to focus for too long because there’s so many things going on with my life. I like to be inspired and participate in causes that are meaningful”.

We built and iterated on several prototypes and we named our final output “Echo”.

Echo is a global platform of young reporters delivering short audio bites for the youth. The reporters repurpose existing material from the mother company to construct audio narratives relevant to a young audience. In this way, the reporters are able to leverage the company’s vast archive of quality audio material.

By “echoing” or leaving an audio comment on each narrative, users are able to inspire others and become more active in their local communities. The “snackable” audio bites are well adapted to our persona’s limited attention span, and serve to keep the articles focused and on point.