97.7 HTZ-FM has earned national recognition from Broadcast Dialogue’s 2025 Canadian Radio Awards, winning Best On-Air Promotion for its original, listener-powered campaign Make Carl Drive. The honour celebrates “the most compelling, entertaining, and effective on-air promotions created by Canadian radio stations, designed to spark audience excitement, drive tune-in, and strengthen the bond between station and community.”
Each May, HTZ-FM joins the region in support of Help Kids Shine, an annual campaign that raises funds for the Niagara Children’s Centre, which provides therapy and support services for children with special needs across Niagara. This year, the team decided to take the cause on the road. Morning hosts Matt Soper and Carl Brown set out from the HTZ-FM studio on a mission to drive as far as listener donations could take them.
Every $10 donation equalled one kilometre. Powered by CAA Niagara, the duo hit the highway with a goal to raise $19,000, enough to reach the East Coast. After a month of live on-air fundraising, shoutouts from HTZ Nation, and an unforgettable cross-country adventure, they arrived in Halifax with a final total of $20,398.68 raised for the Niagara Children’s Centre.
Soper and Brown continue to amaze us with their creative campaigns to support the children who rely on Niagara Children’s Centre. Make Carl Drive was such a fun and unique concept that was more successful than we had even hoped. The listener support behind this campaign was incredible, and the road trip launch was a true celebration… Thank you HTZ FM listeners and especially Soper and Brown for ‘driving’ change and helping kids shine in our community. We are so incredibly grateful for your dedication and generous support.
The promotion not only captured the imagination of listeners but showed the creative power of local radio when it connects directly with its audience.
“It never would have worked with another team. It was pure on-air magic from start to lobster sandwich finish,” said Lisa Vinc, Senior Program Director at Whiteoaks Communications Group.
The Make Carl Drive campaign was a collaborative effort, brought to life by Whiteoaks’ talented promotions and content teams. Together, they ensured every detail, from live hits to social storytelling, brought listeners along for the ride.
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This recognition highlights what the Canadian Radio Awards were created to celebrate: the creativity, connection, and community impact at the heart of Canadian radio. Make Carl Drive wasn’t just a fundraiser; it proved that when listeners and local voices rally behind a cause, they can move mountains—or in this case, drive across them.