Ozono Radio, an environmental broadcaster that targets youth audiences, won first prize in the communications category of the Business Creativity 2004 contest, promoted by the Peruvian University of Applied Sciences (UPC). The radio station succeeded in ''differentiating itself from others by promoting care for the environment, a factor that gave personality to its programming and opened a new niche in the audience,'' explained UPC rector Luis Bustamante.

Ozono Radio broadcasts from the coastal city of Trujillo, 560 km north of Lima, and its target audience are youths 15 to 25 years old. Its programming includes popular music, as well as shows on environmentally related news.

The station created the first Ecological Youth Brigade, made up of 160 young people who participate in tree-planting efforts, urban clean-up and environmental education.