When public radio needed a lifeline, I dove deep into humanizing KOSU's story. By creating a digital ad campaign that showcased individual team members, we transformed the hazy concept of a radio institution into Oklahoma's hometown storytellers. With a campaign that introduced reporters covering everything from quick-hit morning news to the deeply nuanced world of Indigenous affairs, we reminded people why local journalism matters – and crushed industry benchmarks with a 2.05% CTR in the campaign’s first month.