Mother’s Day is fast approaching on May 10, and in celebration of all the mums out there Commercial Radio Australia and Sony have joined forces with a new campaign.

The partnership will see digital radios showcased as a gift aimed to inspire mums to take a hammer to their old radios in favour of these new ones.

The campaign centres around the desire to own a new digital radio, with mums dropping hints left, right and centre for the family to dig deep and purchase one.

Joan Warner, CEO of Commercial Radio Australia, said: “This promotion demonstrates the strong gift appeal of DAB+ devices. We are very pleased that Sony and these key retailers across Australia continue to support digital radio with this campaign.”

Abel Makhraz, Sony’s head of video, sound and tablet, added: “Partnering with Commercial Radio Australia is a brilliant opportunity for Sony to drive consumer awareness ahead of the launch of our expanded DAB+ digital radio range this year.”

The campaign will be broadcast through the national radio, with a series of four 30 second spots, produced by audio agency Eardum.

The spots will air across 42 commercial radio stations in Sydney, Melbourne, Brisbane, Adelaide and Perth.