# Back-and-Forth Audio Ads This Unusual Cruz Roja Colombiana Ad Cleverly Uses Stereo Sound By Laura McQuarrie | Published 2014-05-01 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/cruz-roja-colombiana References: [creativecriminals](http://creativecriminals.com/red-cross/the-right-side) & [cruzrojacolombiana.org](http://www.cruzrojacolombiana.org/) ‘The Right Side’ advertisement by The Cruz Roja Colombiana (Red Cross Columbia) puts out a call for volunteers in a very unusual way, appealing to the youth that frequently listen to radio in Columbia. The radio advertisement takes advantage of [stereo sound](https://www.trendhunter.com/trends/magnum-ice-cream-ads) and although both channels depict disastrous scenarios, one is steeped in despair and the other at least shows that there is some hope. The ‘Wrong Side’ plays messages like “If there was a disaster, I wouldn’t doubt for a second to run away,” while ‘The Right Side’ reiterates a more positive “If there was a disaster, I wouldn’t doubt for a second to run away for help.” The campaign by the [TBWA](https://www.trendhunter.com/trends/pet-ownership) agency in Medellín is nicely recapped with a video and the effect is of course best if you watch and listen while [wearing a pair of headphones](https://www.trendhunter.com/trends/improve-your-hearing-challenge). ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 43% | Activity: 74% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Why This Trend Is Growing - **Stereo Sound Ads:** Using stereo sound for advertising purposes, creating a new audio ad experience for listeners. - **Emotional Ads:** Creating emotionally-driven advertisements that connect with people on a deeper level. - **Interactive Ads:** Using technology to interact with audiences in an engaging and memorable way. ### Industries Being Reshaped - **Advertising Industry:** Creating new audio advertising techniques to enhance marketing campaigns. - **Non-profit Industry:** Creating emotionally-driven ads that inspire people to volunteer and give back to their community. - **Audio Technology Industry:** Developing new technology that enhances the audio experience for listeners, particularly in advertising. ## Related on Trend Hunter - [Sonic Cell Campaigns](https://www.trendhunter.com/trends/the-most-beautiful-sound.md) - [Human Connection-Emphasizing Radio Initiatives](https://www.trendhunter.com/trends/radio-optimism.md) - [Calming Audio Escapes](https://www.trendhunter.com/trends/activation-at-kings-cross.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [Emotive Song Campaigns](https://www.trendhunter.com/trends/sos-songs-mental-unimed.md) - [Unpredictable Festive Ad Campaigns](https://www.trendhunter.com/trends/snowfall.md) - [Real-Time Adaptive Audio Experiences](https://www.trendhunter.com/trends/interrail.md) - [Accessibility-Centered Ads](https://www.trendhunter.com/trends/apples-holiday-ad.md) - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md)