Wayne County

Key Results

In fewer than 3 weeks, we:

• Produced 4 professional radio spots from script to final studio production
• Negotiated 600+ bonus airings at no additional cost to the client
• Created vertical and horizontal social media videos to extend campaign reach
• Delivered a complete campaign, including scripting, production and media buying, all under one roof

Listen to the radio spots here:

• Headlines
• One A Month
• Resources
• Testimonials

The Problem

Over the past two years, Wayne County has averaged one child killed per month due to unsecured handguns. The Wayne County Prosecutor’s Office wanted a public awareness campaign that could turn that statistic into action. 

The Challenge

Reaching parents, caregivers and gun owners across one of Michigan’s busiest media markets required professional-grade creative and a team that could handle everything from concept to production. The message had to be impossible to ignore.

Our Approach

Every element of this campaign was built from the ground up, with no detail left to chance. 

• Researched the campaign goals and wrote all four radio spots in-house, crafting messaging that was direct, emotional and built for broadcast.
• Coordinated directly with Wayne County Prosecutor Kym Worthy to schedule and attend studio recording sessions, bringing her voice and authority to every spot. 
• Oversaw production from recording talent through final delivery, ensuring broadcast-ready quality across all four spots. 
• Negotiated directly with 12 radio stations across the Metro Detroit market to secure optimal time placement and maximum reach. 
• Leveraged those negotiations to secure 600+ bonus spots on top of the paid schedule at no additional cost to the client. 
• Partnered with Wayne County Prosecutor Kym Worthy to produce vertical and horizontal video content for their YouTube channel, putting a trusted and recognizable face behind the message, and creating a lasting call to action.
• Developed social media video assets in multiple formats to extend the campaign across digital platforms. 

From the first draft of the script to the final airing, every piece of this campaign was handled with intention and built to make an impact. 

The Results                                              

The campaign launched in mid-May and ran through the end of June, delivering over 1,600 scheduled spots across 12 Metro Detroit radio stations. Combined with the 600+ bonus spots negotiated at no additional cost, the campaign generated more than 2,200 total airings in under two months. 

Prosecutor Kym Worthy’s voice and presence gave the campaign instant credibility, and the multi-format video content extended its reach well beyond radio. The message hit parents, caregivers and gun owners across every major station in Detroit. 

The Wayne County Prosecutor’s Office walked away with a professional, high-impact public awareness campaign that punched well above its budget. 

Want results like this for your next campaign?

Ottaway Digital handles everything from creative development to media buying, so you get a campaign that’s built to perform and negotiated to stretch every dollar. Let’s talk about what we can do for you. 

Call (248) 637-4600 today or fill out our contact form to schedule a free consultation.