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ONE MILLION radio listeners in Birmingham are getting regular updates on ICE activities after the Midlands Local Association teamed up with Heart FM.

Under the deal between Midlands Association chairman Colin Clinton (left) and the Birmingham-based commercial station, ICE events will be profiled on air. In exchange, Heart's logo will stand alongside the ICE coat of arms on promotional material sent to members.

Clinton said: 'I told Heart I wanted to use the radio to promote the profession. We have to move away from getting our ideas across in a moribund way if we are to attract young people. Quite honestly, if we don't we are going to be in trouble.'

Under the agreement, Midlands Association events will be advertised free of charge on the afternoon of the meeting, and a profile of the speaker will appear the next day. Midlands Association members will also be interviewed on relevant local events.

Heart marketing manager Nigel Ackroyd (right) said: 'We are delighted with the arrangement. Civil engineering is crucial to the area and we are keen to know what developments are happening.' The station was also keen to encourage more civil engineers in the Midlands to tune in, he added.

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