The Radio Advertising Bureau has launched its first ever £1 million ‘creative challenge' in a bid to encourage advertising creativity on the airwaves.

The campaign will see commercial radio collectively offering up £1 million worth of radio airtime to two advertisers as part of the Radio Advertising Awards - formerly the Aerial Awards - which will take place later this year.

Promotions for the awards will be primarily driven by B2C marketing titles; Marketing and Media Week. RAB has also sent emails to over 18,000 industry contacts.

In feedback to the RAB, some businesses disclosed that they were having trouble making creative ideas work in the field of radio advertising - this campaign is designed to remind advertisers that radio remains an excellent format for conveying a brand message, with research showing that exposure can hit 31.5 million adults per week.

Advertising are being invited to submit creative for a new radio advert (copy that has not yet run on commercial radio) with £500,000 of airtime across the commercial radio network up for grabs.

The RAB is also targeting existing radio supporters with a £500,000 airtime pot available for the best existing radio ad. In addition, £20,000 will be awarded to each creative team that wins the creative challenge.

"The introduction of the creativity challenge is looking to inspire great radio advertising," said Simon Redican, managing director of the Radio Advertising Bureau.

Winners will be announced at the Radio Advertising Awards on September 17 at The Room on London's South Bank.

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