This 30 second TV spot was developed for the Capital Regional Emergency Service Telecommunications. The strategy was to communicate that the system had been upgraded and was functioning to the highest international standards. This was to address highly publicized criticism of the system and to reassure the public that prior problems in the system had been fixed. The creative emphasis was placed on sound design to keep production costs down but also to showcase the system operating effectively — which is all about the quality and strength of the radio signal in an emergency situation.