Cape Talk Radio: #BreakTheMould

Cape Talk, a leading radio talk station in the Western Cape known for starting meaningful debates, wanted to increase their commercial value and enhance their relevance in today’s ever changing competitive market. So Y&R South Africa started a conversation about gender-specific toys, which established Cape Talk as a forward-thinking radio station while also challenging outdated, narrow-minded gender bias.

Y&R South Africa took stereotypical ‘boys’ and ‘girls’ toys and repackaged them to be gender-neutral. They sent the toys to leading toy retailers and a family psychologist, inviting them to the show.

The conversation spread on air and online, getting parents and toy companies alike to rethink the way we package, promote and purchase children’s toys.