Tuning In
Tuning In to the renewables rollout
Recognising the overlap between commercial radio audiences and the least alarmed segment of the Australian public, we have partnered with Southern Cross Austereo, which has Australia’s largest commercial radio footprint, with 7.7 million listeners.
Radio is the platform most recognised as accessible, trustworthy, spontaneous and personal, and its engaging and social nature makes it a powerful connector and an effective way to build public awareness of a topic over a long period of time. We work with content directors, producers and presenters across Tasmania and Victoria to develop content in a format that resonates with commercial radio audiences and with people vulnerable to misinformation and resistant to the shift to renewables.
Since broadcasts launched in November 2024, the team has averaged 1.2 stories per week – more than double the baseline environmental content. A key focus has been building trust with presenters and showcasing the gap between audience interest in climate and energy topics and presenter perceptions through rigorous research. While we know audiences are eager to learn more, many presenters have been hesitant to deliver content, believing their listeners aren’t interested or engaged in these issues.
Our goal is to show that these conversations can be fun, highly relevant, and locally grounded – supporting communities with the information they need to navigate change.
