NEW YORK: Liz Claiborne and its agency Ruder Finn have decided to stick to a Talk Radio format for its annual “It's Time To Talk Day” campaign event rather than use social media.
The event for Liz Claiborne's “Love is Not Abuse” campaign, which Ruder Finn is AOR, will take place December 8th as a day where celebrities and individuals participate in Talk Radio interviews to discuss domestic violence and teen dating abuse.
The decision to stick to the traditional Talk Radio format rather than go digital with the event was due to the networking and partnership opportunities it has created in the past.
“The face-to-face and networking value is a vital part of the event. It brings everyone together in a way that's relaxed and it is where partnerships and programs are formed,” said Anne Glauber, EVP at Ruder Finn.
It also allows the campaign to reach an audience that might not be on Facebook or Twitter and to target different demographics, Glauber said.
The team will be incorporating more Twitter and video components into the event this year though.
“Social media is becoming a more important component, but it is evolving and expanding the event. The key core aspect is working with the Talk Radio hosts,” Glauber explained.
Participants in the event include: Yolanda Jimenez, from the NYC Mayor's Office to Combat Domestic Violence; Tim Gunn, chief creative officer for Liz Claiborne; Ann Shoket, editor-in-chief of Seventeen Magazine; dating abuse survivors; and parents that have lost children to dating violence.