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BBC Radio 3 will try to attract new audiences with a cinema and

online campaign called "three your mind".

The performance poet Benjamin Zephaniah stars in a 60-second cinema ad

created by Duckworth Finn Grubb Waters. This is the first major campaign

the agency has produced for the BBC since winning a place on its roster,

alongside Abbott Mead Vickers BBDO and Fallon, at the end of last

year.

The campaign aims to tell new audiences about the range of live music

and speech programmes broadcast by the network as Zephaniah journeys

through a variety of different cultural experiences. He asks viewers:

"How do you know if your culture is best for you. Sample it, and then

decide - try everything."

Radio 3 claims it still has "unrivalled commitment" to its core offering

of live classical music but wishes to promote the fact that it also

broadcasts jazz and world music alongside cultural debate and

experimental drama.

The ad, which will be aired at showings of films such as Moulin Rouge

from 28 September, includes scenes filmed at the Proms and at the Radio

3-sponsored WOMAD world music festival to reflect the diversity of its

programming.

The commercial will be backed by stings on BBC TV and a radio and an

online campaign.

The BBC Radio 3 marketing manager, Chris Travers, said: "This is a brand

campaign that targets a potentially new audience whose boundaries are

not determined by demographic factors or particular music genres."

But the campaign has a tough task if Radio 3, with its two million

listeners a week, is to narrow the audience share gap between it and its

rival, Classic FM, which draws 6.2 million listeners a week.

As part of its quest to transform its reputation from fusty classical

radio station to a more exciting, diverse cultural channel, Radio 3 has

signed new DJs including the former Radio 1 DJAndy Kershaw.

Several new shows - including Late Junction and the alternative rock

music show Mixing It - have also been introduced since the appointment

in November 1998 of the station's controller, Roger Wright.

He was given the task of overhauling Radio 3.

Commenting on the new campaign, Wright said: "We need to communicate

that we've enriched the menu at Radio 3 and this film is an imaginative

way of doing so."

The campaign was written by Brendan Wilkins and art directed by Paul

Hancock. The film was directed by Michael Geoghegan and produced

in-house at the BBC for Creative Services by John Golley. Media buying

and planning is by PHD.