Dotted Line Agency Expands “Independent As You Are” Campaign for WNRN Into Roanoke

New creative wave builds on early momentum in Richmond, moving the Charlottesville-based public radio station’s audience from awareness toward action while introducing the brand to listeners in Roanoke.

Dotted Line Agency (DLA), an independent, full-service advertising agency, has launched the next wave of creative for WNRN, a Charlottesville-based public radio station known for its human-curated, listener-supported programming. The expansion extends the “Independent As You Are” campaign into a new market, Roanoke, while shifting the original Richmond market from brand awareness toward action, specifically, downloading WNRN’s app.

The campaign speaks directly to listeners who already value independent, listener-supported public media and who seek out music discovery led by real DJs rather than an algorithm. “Independent As You Are” positions WNRN as a home for those listeners, spotlighting its authentic programming and its role as a gathering place for people who care about music.

The new creative leans into an analog aesthetic that mirrors WNRN’s human-curated approach, drawing inspiration from concert posters and vintage vinyl labels and using hand-lettered type and a warm, plain spoken voice rather than the polish of a streaming app UI. This reinforces the campaign’s core message: real people, not algorithms, are choosing the music because real people are listening.

To support the expansion, DLA built a phased, full-funnel media strategy tailored to audiences’ familiarity with WNRN, introducing the brand to listeners in Roanoke while encouraging app downloads in Richmond, where 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.

DLA’s campaign launch for WNRN saw a 600% increase in new users to the site in Roanoke in just the first month of the campaign alone.

WNRN began working with DLA in December 2025, with “Independent As You Are” marking the latest work from the partnership.

Source: Dotted Line Agency

  “Independent as you are”, Dotted Line Agency, Leslie Griles, Mark Keefe, WNRN