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Award: Yellow Pencil

Yellow Pencil / Radio Advertising / Innovative Use of Radio / 2015

When left home alone, dogs get stressed. Many owners leave the radio on to keep their pets company. But it's usually horrible human radio. K9FM is a radio station designed just for dogs. It features bespoke shows, each underpinned by research proven to help keep dogs relaxed, yet bearing a wonderful undercurrent of deadpan humour to keep humans happy, too. Talkies sees a DJ and special guests ask pertinent questions like 'where is the ball, really?'. Stupid, Stupid Cats features a reader repeatedly listing cat breeds, each preceded by the word 'stupid'. And Cuts of Meat is exactly what you'd expect, a man cataloguing various cuts of meat. Other shows include Virtual Outings, Things You Shouldn't Chew and Meditation and Relaxation with Vet Joanna. Best of all, K9FM gives owners the opportunity to call and record an on-air shoutout to their homebound hounds.

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