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Yours.
Truly.
WUWM. 89.7
Campaign Strategy
Integrated Campaigns
Media Strategy and Buying
THE CHALLENGE
An erosion of public trust
In 2025, public media hit a flashpoint. Federal funding for the Corporation for Public Broadcasting was eliminated. So there was no longer a clear national standard for what public broadcasting means in America.
WUWM 89.7 turned to us to help spark a conversation about the future of independent journalism and public media.
We needed a message to meet the moment. Something that would resonate with Milwaukeeans here at home … and people across the country.
News Isn't Content.
It's Civic Oxygen.
In an era of billionaire-owned news organizations, unchecked consolidation and AI-generated hallucinations, we’re facing an erosion of trust in the news.
Our goal was to be provocative, disruptive, and unflinchingly honest. Because …
Billionaires are breaking news.
AI is breaking news.
Conglomerates are breaking news.
Public radio and public television are more important than ever.
Our Goal
WE NEEDED TO GET
anyone in Greater Milwaukee
WHO
is living in a “post truth era”… they can’t trust anybody, media included
TO
see WUWM as a refuge for the truth
BY
setting the record straight about who owns us.
A rallying cry
with teeth
The truth is, WUWM 89.7 doesn’t answer to parent companies or controlling interests.
There’s no billionaire bias and no hidden agendas.
Just real stories from real Milwaukeeans.
It means nobody owns them but you.
WUWM is ‘Yours. Truly.’
By creating an anthem for WUWM 89.7, we created a rallying cry for public media across the country.
Distinctive campaign assets.
Attention-grabbing creative.
To bring the ‘Yours. Truly.’ campaign to life, we created a bold and distinctive ‘radio wave’ graphic with messaging to match.
To amplify this message, we created a ‘Yours. Truly’ manifesto, a campaign video, along with social and OOH assets.
‘Yours. Truly.’
everywhere
all at once.
On March 2, 2026, the campaign roared into the world with a massive, simultaneous domination of billboards across SE Wisconsin during morning and evening drive time.
- 78 digital boards during peak drive time
- Six peak-drive takeovers across Milwaukee, each with 5 min of uninterrupted display
- 25 premium posters and 5 digital bulletins, saturating commuter corridors and key neighborhoods to deliver sustained visibility and frequency
We created the city’s newest, biggest moment.
‘Yours. Truly.’
everywhere
for a long time
We turned awareness into enthusiasm into support:
- Paid social brought the energy of the launch into everyday scrolling moments
- High-profile Milwaukeeans have added their personalities and support of the campaign
- YouTube Pre-Roll extend visibility into a video-first environments while delivering high-attention reach
- The video also aired during the 2026 NCAA Men’s Basketball Tournament on CTV
We delivered repeat exposure across key audiences to build emotional connection, curiosity and advocacy.
And we designed some sweet swag.
Because everybody loves swag.
Did it work? Yes.
Organic social results through February 28:
3.8 Million Impressions
delivered across Social, Outdoor, and Connected TV. With placements running during March Madness, and an Outdoor takeover of all the digital boards in the Milwaukee DMA.
Over 20,000 users
came to the Yours Truly landing page to learn more and take action.
“Working with SRH has been a game changer. This moment demands bold thinking and a certain amount of courage. SRH brought both.”
– David Lee, President & General Manager, WUWM 89.7 FM