Dotted Line Agency (DLA) has expanded its creative effort for WNRN, a Virginia public radio station known for human-curated, listener-supported programming, is expanding its “Independent As You Are” campaign into the Roanoke market while shifting the campaign’s focus in Richmond from brand awareness to action, specifically encouraging listeners to download the WNRN app.
The campaign is intended to reach listeners who value independent, listener-supported public media and music discovery guided by DJs rather than algorithms. “Independent As You Are” positions WNRN as a destination for those listeners, highlighting its distinctive programming and its connection to a community of people who care about music.
The new creative uses an analog-inspired aesthetic that draws on elements of concert posters and vintage vinyl labels. Hand-lettered typography and a warm, straightforward voice replace the polished look often associated with streaming platforms. The creative reinforces the campaign’s central idea: music is selected by real people for real people.
To support the expansion, DLA developed a phased, full-funnel media strategy tailored to audiences’ familiarity with WNRN. The approach introduces the station to potential listeners in Roanoke while encouraging app downloads in Richmond, where brand awareness is already established.
“What’s been most exciting is seeing how strongly this message is resonating,” said Leslie Griles, DLA’s chief client officer and interim head of Creative. “People are genuinely craving music discovery that feels human, curated by someone who actually cares, instead of chosen by an algorithm. Once we leaned into that need, we saw new and existing listeners respond and keep coming back.”
“DLA understood our listeners in a way that felt personal, especially their desire for music that isn’t chosen by an algorithm. The creative captures exactly who we are,” said Mark Keefe, general manager of WNRN.
WNRN began working with DLA in December 2025.
Credits
Client: WNRN
Client Team: Mark Keefe, Matt Donahue, Ian Solla-Yates, Ann Voss, Sara Schmatz
Campaign Title: Independent As You Are
Agency: Dotted Line Agency
- Interim Head of Creative / Chief Client Officer: Leslie Griles
- Art Director: Libby Miller
- Graphic Designer: Jordyn Flood
- Copywriter: Cedric Giese
- Associate Account Director: Paige Grindstaff
- Sr. Project Manager: Julia Bruski
- Head of Media: Mark Pavia
- Programmatic Media Manager: Lillian Barnes
