In short
Episode topic: How public campaigns and political events shaped public life, moving from Australia’s “Slip Slop Slap” skin-cancer messaging to the Irish perspective on the 2016 Brexit referendum, then to other “Witness History” stories (Hong Kong bookseller Lam Wing-Ki, the Battle of the Somme, Ronaldo’s knee injury, and Mexico’s “Rata de los Dos Patas”).
Guest backgrounds
Jane Wilkinson interviews David Hill (campaign architect; later head of Cancer Council Victoria). Debbie Shida (University of Edinburgh global public health; author of How Not to Die) discusses what makes campaigns work. Helen Ledwig interviews Rory Montgomery (former Irish diplomat; EU advisor to the Taoiseach; led Ireland’s Brexit preparations). Josephine McDermott interviews Lam Wing-Ki (Causeway Bay Books founder). Tim McCulloughan interviews Nilton Petrone Villar de Junior (Ronaldo’s physiotherapist). Helen Ledwick interviews Manuel Eduardo Toscano (composer of “Rata de los Dos Patas”).
Key claims
“Slip Slop Slap” worked by being fun, child-focused, and evidence-based; hat-wearing rose at tennis events; later studies showed melanoma risk reduction. Ireland feared Brexit would destabilize Northern Ireland and damage EU/UK ties, prompting rapid contingency planning. Lam Wing-Ki’s detention targeted his book-selling; he chose to go public to protect Hong Kong freedoms. Ronaldo’s career nearly ended from a patella tendon rupture; intensive rehab enabled his 2002 World Cup comeback.
Notable examples
Sid the cartoon seagull; Grand Slam crowd hat comparisons; New York smoking and India handwashing campaigns as models; Sunderland/UK result patterns; Lam’s interrogation and press conference; Somme artillery and “over the top”; Ronaldo’s 2000 comeback and 2002 World Cup goals; Paquita La del Barrio initially refusing then recording “Rata de los Dos Patas.”
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VOOverview of Today's Topics
0:30 to 1:28
Exploring the impact of Brexit on Ireland, China's dissident treatment, and the Battle of the Somme.
“Ever invest in something that seemed incredible at first, but didn't live up to the hype?”
Overview of Today's Topics
3:00 to 3:47
Exploring the impact of Brexit on Ireland, China's dissident treatment, and the Battle of the Somme.
“It was a sense that this was a really important moment, that I was in the middle of it, that there would be lots of challenges ahead.”
The Slip Slop Slap Campaign Origins
3:47 to 6:40
The story behind Australia's Slip Slop Slap campaign against skin cancer.
“But first, with global warming leading to more intense heatwaves around the world, we're going to begin by taking a lesson from a country which has been dealing with the effects of intense sunshine for decades.”
The Impact of the Campaign
6:40 to 11:23
Analyzing the effectiveness of the Slip Slop Slap campaign and its long-term benefits.
“David is sitting in his office in Melbourne when the answer arrives.”
Lessons in Public Health Campaigns
11:23 to 14:03
Insights from successful public health campaigns around the world.
“The slip-slop-slap message spreads across Australia, but its real success only becomes obvious years later.”
Public Health Campaigns: Smoking and Handwashing
14:03 to 17:07
Explore successful public health campaigns and their emotional impact.
“But you do need a slogan to take, for example, smoking in New York.”
Impact of the Brexit Referendum
17:11 to 20:04
Understand the political ramifications of the Brexit referendum in 2016.
“From the power of public health campaigns to the division and tension that can surround political campaigns.”
Inside the Night of the Vote Counting
20:06 to 24:26
Witness the unfolding events during the Brexit vote counting night.
“to put it mildly, to an EU without the UK.”
Reactions to the Brexit Decision
24:28 to 25:52
Hear insights on the immediate reactions following the Brexit vote.
“as they to reassure them that we were prepared and that we kind of knew what we were doing, even though it was an unprecedented situation.”
Reactions to the Brexit Decision
26:21 to 27:38
Hear insights on the immediate reactions following the Brexit vote.
“burgers and kebabs are prepped and ready to throw on the grill.”
Show all 21 chapters
Upcoming Stories and Historical Reflection
27:48 to 28:00
Preview of upcoming stories and a historical reflection on World War I.
“Still to come, how a bookseller in Hong Kong fell foul of the Chinese authorities and the composer of a cheeky Mexican song that is loved for its insults.”
The Horrors of the Battle of the Somme
28:00 to 36:31
Listen to first-hand accounts of the devastating Battle of the Somme.
“Yes, I'm going to record the song about the little animals.”
The Struggles of Lam Wing Ki
36:31 to 42:00
Explore the personal story of a Hong Kong bookseller facing government persecution.
“Next, we've got a very personal glimpse into the world of the Chinese security services.”
The Story of Mr. Lam and Bookstore Suppression
42:00 to 45:21
Learn about the challenges faced by a bookstore owner in Hong Kong and his fight for freedom of expression.
“They showed me the emails I'd sent books to.”
Ronaldo's Injury and Comeback
45:21 to 46:28
Discover the story of Ronaldo's career-threatening injury and his journey back to football.
“he reopened Causeway Bay Bookstore with the help of fundraisers.”
Rehabilitation and Recovery of Ronaldo
46:28 to 51:38
Explore the intense rehabilitation process Ronaldo underwent after his severe injury.
“He'd had surgery for a growth disease called Osgut Slater.”
Ronaldo's Triumph at the 2002 World Cup
51:38 to 54:17
Learn about Ronaldo's remarkable return to form during the 2002 World Cup.
“as the injury had stopped him from being able to bend it properly.”
The Iconic Song 'Rata de Dos Patas'
54:17 to 56:00
Uncover the story behind the creation of the famous Mexican song 'Rata de Dos Patas'.
“I don't know about you, but the image of a knee exploding made me wince.”
The Story Behind 'Rata de Dos Patas'
56:00 to 1:02:06
Discover the journey of the song 'Rata de Dos Patas' from creation to fame.
“And when she sings those songs, the reaction is very different.”
The Story Behind 'Rata de Dos Patas'
1:03:16 to 1:04:45
Discover the journey of the song 'Rata de Dos Patas' from creation to fame.
“Sporting Witness takes you to the events that have shaped the sports world through the eyes of the people who were there.”
The Story Behind 'Rata de Dos Patas'
1:04:49 to 1:05:23
Discover the journey of the song 'Rata de Dos Patas' from creation to fame.
“I'm here on the job site with Dale, who's a framing contractor.”
Transcript
Automatic transcript. May contain errors.0:00This BBC podcast is supported by ads outside the UK.
0:30Whole Foods Market. Make your summer sizzle.
0:33Devi Sridhar:Ever invest in something that seemed incredible at first, but didn't live up to the hype? Like those$5 roses at a gas station? Or a second-hand piece of technology that breaks in the first 10 minutes? Marketers know that feeling. We optimize for the numbers that look great, impressions, reach, and reacts. But when they don't show revenue, well, that's a not-so-great conversation with the CFO. LinkedIn has a word for that. Bull spend Now you can invest in what looks good to your CFO LinkedIn ads generates the highest ROAS of all major ad networks You'll reach the right buyers Because you can target by company, industry, job title and more So cut the bull spend Advertise on LinkedIn The network that works for you Spend$250 on your first campaign on LinkedIn ads And get a$250 credit for the next one Just go to linkedin.com slash broadcast.
1:32Devi Sridhar:That's linkedin.com slash broadcast. Terms and conditions apply.
1:58Devi Sridhar:captured which last for a lifetime. Scientists have made the atomic bomb. That sort of flash set on fire the birds and they all fell down without their feathers on. The way was clear for Hitler to realize all his demonic plans. Stories from people with first-hand accounts of events that have shaped our world. At the end Kissinger called me into his office and he said You did a good job. I left the office with tears in my eyes. She called me and told me, I'm doing Studio 54. She had already become a star in Paris. She came back a superstar. Listen now. Search for Witness History wherever you get your BBC podcasts.
2:49Hello, this is the History Hour with Max Pearson, pulling together this week's personal insights into events from the past as shared on Witness History on the BBC World Service. This week, 10 years on from the Brexit referendum in the UK, how the Irish government watched on with anxiety. It was a sense that this was a really important moment, that I was in the middle of it, that there would be lots of challenges ahead. So from a purely, I suppose, professional point of view, it was quite exciting. Plus, China's treatment of a dissident bookseller. It wasn't just about me now. It was a problem for all Hong Kong people.
3:25I thought, why should I hand this data over to you? You want me to betray all these people. I can't do that. And 110 years on, the horrors of the Battle of the Somme. I don't think that any of us can quite wipe out the sores that we have in our souls, if I may say so, of the sites that we saw. That's all coming up later. But first, with global warming leading to more intense heatwaves around the world, we're going to begin by taking a lesson from a country which has been dealing with the effects of intense sunshine for decades. In 1981, Australia launched a fight against skin cancer with help from a yellow cartoon seagull and an irritatingly catchy jingle.
4:08Jane Wilkinson has been speaking to the charity behind the campaign.
4:16It sounds like a breeze when you say it like that.
4:21Devi Sridhar:Slip, slop, slap. In the sun this summer, say, slip, slop, slap. The jingle is just so catchy. You can't forget it. The kids recognised it as soon as they heard it coming out of our van. So tell me what you're slipping on, what you're slopping on, what you're slapping on. You slip on a shirt, slop on a sunscreen and slap on a hat. Meet David Hill, who's working for what was then called the Anti-Cancer Council of Victoria. In the 1970s, the charity is trying to tackle the rising cases of skin cancer, particularly the most dangerous type, melanoma. But David's got a problem. Australians just love the sun.
5:05On Australia's famous Bondi beach, you can drink in the sun and the sights all the year round.
5:10Devi Sridhar:The Australians' relationship with the sun really went back to our reverence for the outback, the outback bushman who was always outdoors and suntanned. We had a whole mythology about the importance of being brown and it went with outdoor work and rigour, the bronzed Aussies. Well, I think most Australians like sunshine and, well, the more sunshine you can get on your body all the better, as far as I'm concerned. So that was always going to be a major cultural barrier to get people to change their behaviour and somehow protect themselves more and spend less time in the sun. Because decades before, scientists had proved a link.
5:52Devi Sridhar:Too much exposure to the sun's ultraviolet rays can damage skin cells and cause cancer. But David and the team have a plan to spread the warning. It involves a 16mm projector, an exhibition stand and some flyers. The most effective way to influence a person is face-to-face. So we would give talks at country women's association groups. We would go to schools and maybe show a movie. We would go to agricultural shows, fairs and leaflets. The problem with that is, effective as it might be in communicating a message, it's a hopeless way to reach a whole population. You just do the arithmetic. You cannot reach everyone that way.
6:35Devi Sridhar:What they need is something bigger, bolder and a little more fun. But what? David is sitting in his office in Melbourne when the answer arrives. So there I was looking out and I could see this very noisy red sports car and I thought it was a Maserati. Shortly after that, the reception desk rings me up and says, oh, there's a gentleman here who wants to talk about helping with our campaigns. Up came a gentleman called Philip Adams, who's in Australia almost a household word, a very distinguished broadcaster who then started UPI, one of the leading advertising agencies in the world. So UPI came and said, look, I want to help if I can.
7:14Devi Sridhar:And we said, well, this is the new challenge is skin cancer prevention. It involves, unfortunately, confronting the iconic bronzed Aussie image. He said, hmm, I'll think about that. Philip heads back to work and has that think. Anyway, he came back. He said, here's a concept. It's a cartoon seagull called Sid, who's wearing beach shorts and a wide smile. It actually looks nothing like a seagull. Now he's yellow and blue. He's got a long beak. He flaps around. And I would say that he doesn't have the somewhat objectionable personality of live seagulls. Sid is also dancing while putting on sun cream, a T-shirt and a hat.
8:00Devi Sridhar:It's the start of what becomes known as the Slip Slop Slap campaign. And Philip said, I reckon I can get some top talent to collaborate on this. Enter composer Peter Best and animator Alex Stitt, both well known in the ad industry. And like Philip, they're prepared to work for free. So this brilliant trio then got together to create this singing commercial with the jingle.
8:29Devi Sridhar:Skin cancer isn't so hot. No, it's not. So if you take a run or work in the sun, so just sizzle like a sausage, most certainly... Do you remember the jingle, David? Don't make me sing the whole jingle. It goes slip, slop, slab. It sounds like a breeze when you say it like that. Slip, slop, slab. So it goes on. How many verses? I don't know. Four or five verses. and it ends up, don't sizzle like a sausage, slip, slop, slap. Slip on a shirt, slop on sunscreen and slap on a hat. That is brilliant. Why do you think it works? Oh, gosh. Look, the whole thing is very engaging. It's friendly. But it also acknowledges that we're doing things we enjoy doing.
9:20Devi Sridhar:You can still enjoy the beach. You can still enjoy your cricket and tennis. But you can do them more safely. We couldn't wait to get it out there. In early 1981, the 62nd commercial is launched across TV and radio stations in the state of Victoria. We particularly wanted the ads on in the summer, the most relevant time obviously, and it's pretty quiet commercial advertising on the broadcast media in the summer. And so they had more availability and we had for no cost at all, almost commercial levels of reach for this campaign. But most importantly, the message needs to get to the generation of children who are growing up in the sun.
10:01Devi Sridhar:Volunteers are sent out with Sid the Siegel brochures, posters and stickers. They would go round to the beach resorts in Victoria with this big camper van and they'd turn on their music as they were coming to pull up near the beach. I remember I was present at one. I heard them coming with the jingle and suddenly thousands of kids, it seemed, on their feet, racing towards the van because they recognised the jingle and thought, oh, this would be fun. Were they singing the song? They were singing it, exactly. So the jingle is definitely catchy. In fact, if it's not already stuck in your head, I'll eat my sun hat.
10:40Devi Sridhar:But does it actually change people's behaviour? We did some interesting studies, and one was based on Grand Slam tennis events. So you've got Wimbledon, the French Open, the American Open and the Australian Open. We went down to the stadiums and we took pictures of the crowd. And you can't tell whether they were using a sunscreen, but you can certainly tell whether they're wearing a hat. And there were significant differences. By that stage, our Australian tennis crowds were wearing hats in much greater numbers than they were at Wimbledon or in America or in France. So we took heart from that data and there were a number of other studies to reassure ourselves that we were getting somewhere.
11:24Devi Sridhar:The slip-slop-slap message spreads across Australia, but its real success only becomes obvious years later. Here's Australia's ABC News in March 2026. That, of course, is Sid, the bored short-wearing seagull and the ads that started running all the way back in the 1980s. Well, it turns out those ads really worked because the number of moles on children's bodies in Australia have almost halved over a 25-year period with predictions that they now have a significant reduction in their melanoma risk as they age. These are the results of a long-running Australian study being released. That's exactly where you'd expect the rates to fall first if you're intervening on exposure to a carcinogen that operates throughout the person's whole life.
12:10Devi Sridhar:You had an impact, you and Sid. Oh, well, I'd hope so. And many, many other people in this country who've made skin cancer control a big part of their interests and job. And don't forget...
12:29Sid and the campaign were adopted in many other countries, including New Zealand, Denmark and the United States. Professor David Hill became head of the charity, now called Cancer Council Victoria, before retiring in 2011. He was speaking to Jane Wilkinson. Now, the whole question of public health messaging is complex. Do you hit people over the head with horror images? Do you use tax disincentives to nudge people away from bad habits, or what? Well, Debbie Shida is Professor of Global Public Health at the University of Edinburgh in the UK, and her book on public health campaigns from around the world is called How Not to Die, brackets, too soon, close brackets.
13:09So what are the most successful ones that have hit the world in the last few years?
13:14Devi Sridhar:Hi, yes. So first you need to have scientific evidence, a strong base that actually what you're trying to advocate for people to do actually is going to work. Then you need to have outreach, advertising, face-to-face, different mediums, and then actual actions that people can take that won't disrupt their life in a big way. So you can give examples. I could say New York City and stopping smoking and the campaign there to drop the number of people who were smoking, especially young people. Or you can go to India and look at handwashing promotion campaigns to kind of reduce the number of children dying before the age of five from, you know, infectious diseases spread through, you know, their hands.
13:55So those campaigns were approaching different issues in different parts of the world. And they all have to have something which is catchy to get people to pay attention. They don't all need like a cartoon seagull and a slip, slop, slap song to get them to work.
14:09Devi Sridhar:No, you don't. But you do need a slogan to take, for example, smoking in New York. Like the real thing that was the slogan was smoking is eating you alive. And, you know, the advertisements show the internal damage caused by smoking. You know, there was real life testimonies of former smokings appearing in adverts talking about now having lung cancer or throat cancer or the impact it's had on their children of secondhand smoke. And so really kind of catching people and same in India, the campaign was called Help a Child Reach Five, which was the idea that actually if you want your child to reach five, and this was having emotional family stories about, you know, parents protecting their children and saying, I don't want my children to die early because of this.
14:49Devi Sridhar:And this is something you can do. And so in both of those cases, there's something you could say to people, well, don't smoke or, you know, in the case of India, wash your hands. So there are things that people can action off the back of it and a very good evidence base of why it's a good thing to do. And the New York smoking one, that would have been more of the hitting people over the head with pretty horrible images of what smoking can do. Yeah, so that one really focused on, I would say, like fear, you know, the idea of death or illness. And I have to say it wasn't only, you know, that kind of advertising.
15:18Devi Sridhar:Next to it, they had smoke-free laws, which meant that you couldn't smoke indoors or in restaurants and bars. They had free nicotine replacement therapy, meaning if you want to stop smoking here, this is how we can help you. You come call this hotline and we'll help you get off your addiction, as well as taxing cigarettes, which we know really does work in the sense of if the price goes up, people are responsive to that to reduce their consumption. And so there was very clear, every advert ended with a practical support line, such as call the quit line today, get free nicotine patches, talk to your dark doctor or pharmacist about quitting, meaning that someone's watching it and feeling quite scared and thinking, oh, no, what do I do?
15:57Devi Sridhar:I'm smoking and I'm not happy about it. Actually, that urgency was like, well, you can do something today. And I suppose if you want to have a public health message that lasts, it's a really good idea to get children on board because the changed habits will stay with them for life, presumably. And there will be examples from the past of that working. Yeah, exactly. I mean, this is why if you look at kind of the India outreach and wanting to focus on handwashing, they targeted children. And they did focus in terms of washing their hands on after using the toilet before preparing your food, before you're eating, you know, before cooking, then actually that becomes a habit that people just do through their whole life.
16:34Devi Sridhar:They focus very much on washing with soap. And they got actually a private company that sells soap to back this as well, which meant you had more resources and more outreach with that. But it really focused on actually, you know, colorful posters, handwashing songs, you know, and they did actually also use cartoon characters, bright colors, you know, illustrations that children would feel really invested in it. And we have seen at work and that hand washing rates have increased. You've seen a reduction in diarrheal disease. And you see these kind of measures similar to the rates around skin cancer dropping with the campaign that you can actually see the impact in public health outcomes.
17:11That's Devi Shida, Professor of Global Public Health at the University of Edinburgh in the UK. From the power of public health campaigns to the division and tension that can surround political campaigns. The 2016 UK referendum on leaving or remaining in the European Union stands as a watershed moment. Bitter feelings were unleashed and the result, a narrow vote to leave, sent political shockwaves far beyond the UK's borders. In Ireland, for example. Here's Helen Ledwig. That's it. The polls are closed.
17:46Devi Sridhar:And so what we want to know is how have you voted for the UK to either remain in the European Union or have you voted to leave the union? We'll get to how it all panned out, but first, a bit of background. The European Union or EU is a group of countries that work together politically and economically. In 2016, there were 28 members, including the UK. But that membership had long been a subject of debate, So voters were asked to choose, remain or leave. Here's how the BBC children's programme Newsround explained it at the time. Supporters of the EU think the UK is stronger as part of it. That's because we buy and sell lots of things with European countries.
18:30Devi Sridhar:People who want to leave the EU say it forces too many rules on Britain. They say leaving will give British people more control over issues like immigration. The votes will become known as the Brexit referendum, short for Britain, an exit. And the other EU countries are following with interest, but one is watching especially closely, the Republic of Ireland. We joined the EEC as it was with Britain at the same time, 1973. Britain, our nearest neighbour, Britain, our most important trading partner, and Britain, the country with which we had jointly managed the Northern Ireland peace process, and also Britain, the country in which millions of people of Irish origin or Irish descent live.
19:16Devi Sridhar:Rory Montgomery is a former Irish diplomat, and at the time of the referendum, he's the EU advisor to the Irish Prime Minister, or Taoiseach. He'd previously served as Ireland's ambassador to the EU, and he'd been part of the Irish team that negotiated the Good Friday Agreement, the peace deal that helped to end 30 years of conflict in Northern Ireland. just across the border in the UK. I think we were afraid that the vote would destabilise Northern Ireland after all the years of effort to put together the Good Friday Agreement and to implement it. And we were also afraid, I think, because our economic relationship with the UK is so close that that would be damaged as well.
19:59And then finally, I suppose, in the EU itself, Britain was a very close partner and we didn't look forward with any enthusiasm, whatever, to put it mildly, to an EU without the UK.
20:11Devi Sridhar:For months, Rory and his team have been working on Ireland's preparations for whichever way the vote might go. The UK bookies have remained as the favourite, so do many of the polling experts, but it's far from settled. Generally, the view was that the Leave vote was unlikely to carry, that the vote would remain. I'd have to say that our embassy in London particularly well plugged in, and it was warning throughout that things were not necessarily as straightforward as all that, and that it would be very tight. We were looking for omens, if you like, and on that very evening, in fact, a two-year-old racehorse called Brexit made its debut at Windsor Racecourse, came home well beaten.
20:57So we thought that was a good omen, but nothing was certain in any kind of bet.
21:02Devi Sridhar:10pm on Thursday the 23rd of June 2016. In the UK, the polls have just closed, counting's underway. In Dublin, Rory's at home, but he and his team have arranged to head back to work at 3am to watch the results come in. And he's restless. So at midnight, he calls a taxi. I asked the driver, could we listen to the news? Because he probably would have had the usual mix of classic hits or whatever it might have been. And it was a short journey, but a lot happened in that time. and the first results came out and began to realise it was going to be most probably a very long and difficult night. So let's go straight to Sunderland.
21:45Devi Sridhar:The total number of votes cast in favour of Remain was 51 ,930. The total number of votes cast in favour of Leave was 82 ,000. We expected there to be a Leave vote in Sunderland but the margin was a lot larger than I think most people had expected. So I remember already by the time I arrived in government buildings and I think I was basically the only person there apart from the security guards for an hour or so, I remember feeling already very anxious. In the early hours of Friday, Rory and his team are set up in a conference room at the office of the Taoiseach. TVs tuned to different channels, refreshments to see them through and as more results come in, it becomes apparent that all bets are off.
Read the full transcript
22:38Now let's have a look at what happened in that Newcastle result. Here we go. Look at how close that is. See, it's nothing like what our index suggested there. I mean, people move pretty quickly from anxiety to resignation. For a time, we maybe were hoping that there would be a special kind of north-east of England factor which might explain Sunderland and Newcastle. But once the results started to come in from the home counties and midlands and so on, it became clear that what we were seeing was a pattern. And it became clear, I couldn't say exactly when, three, four in the morning, that barring some kind of miracle, Rameen was going to be beaten and leave was going to win.
23:17It looks as though the gap's going to be something like 52 to 48, so a four-point lead for leaving the EU. And that's the result of this referendum, which has been preceded by weeks and months of argument and dispute and all the rest of it, the British people have spoken and the answer is, we're out. I remember feeling quite calm. And the weird thing was that I had said jokingly to somebody a day or two earlier, wouldn't it be interesting if there was a vote to leave? I wonder what would happen then. Now, I never really meant that. But I suppose, you know, as a civil servant, you have to move fairly quickly into sort of operational mode.
24:01Devi Sridhar:So it's action stations and Rory's in his office drafting and redrafting the Irish government's response to Brexit. Well, the top of the mind, I think, was that the government should put out a coherent statement and do it quickly. You know, there was time thereafter to start thinking more deeply about the particular issues and how we might address them. But it was above all else to get ourselves ready. and above all vis-a-vis our home public, as they to reassure them that we were prepared and that we kind of knew what we were doing, even though it was an unprecedented situation. Later that morning, the Irish Taoiseach Enda Kenny stands in front of a row of EU and Irish flags and addresses the country.
24:46I'm very sorry that the result of the referendum
24:50Devi Sridhar:is for the United Kingdom to leave the European Union. However, the British people have spoken clearly and we fully respect their position and their decision. I want to assure the Irish public that we have prepared to the greatest extent possible for this eventuality. After more than 40 years, the UK was ending its membership of the European Union, the first member state to do so. It made headlines around the world, and for Rory, it was time to reflect. Well, it was a kind of mixture of things. I mean, it was a sense that this was a really important moment, that I was in the middle of it, that there would be lots of challenges ahead.
25:34So from a purely, I suppose, professional point of view, it was quite exciting. But in a more serious way, as a citizen of Ireland, and as an official of the Irish government, I just felt disappointment, but not surprise, I suppose is what I would say. Well, following the vote, arrangements for Northern Ireland became one of the most complex aspects of Brexit. The UK formally left the EU on the 31st of January 2020. Rory Montgomery led Ireland's Brexit negotiating team for three years before retiring. He continues to write and broadcast on European affairs and Northern Ireland. He was speaking.
26:21burgers and kebabs are prepped and ready to throw on the grill. Fire up a juicy ribeye, grab creamy potato salad and savory flatbreads from the prepared foods department and round it all out with 365 brand condiments, chips and dips at everyday low prices. Whole Foods Market, make your summer sizzle.
26:41Devi Sridhar:Ever invest in something that seemed incredible at first, but didn't live up to the hype? Like those$5 roses at a gas station, or a second-hand piece of technology that breaks in the first 10 minutes? Marketers know that feeling. We optimize for the numbers that look great, impressions, reach and reacts. But when they don't show revenue, well, that's a not-so-great conversation with the CFO. LinkedIn has a word for that. Bull spend. Now you can invest in what looks good to your CFO. LinkedIn Ads generates the highest ROAS of all major ad networks. you'll reach the right buyers because you can target by company, industry, job title and more.
27:24Devi Sridhar:So cut the bull spend. Advertise on LinkedIn. The network that works for you. Spend$250 on your first campaign on LinkedIn ads and get a 250 credit for the next one. Just go to linkedin.com slash broadcast. That's linkedin.com slash broadcast. Terms and conditions apply. to Helen Ledwick. Still to come, how a bookseller in Hong Kong fell foul of the Chinese authorities and the composer of a cheeky Mexican song that is loved for its insults. She said, son, it's so good to see you. Yes, I'm going to record the song about the little animals. Before that, though, to mark the 110th anniversary of the Battle of the Somme, We're going back to July 1916, when more than a million men were killed or wounded in one of the war's deadliest campaigns.
28:22In this item, Alex Last has used powerful first-hand accounts from the BBC archive, which do include graphic descriptions of the battlefield. I don't think that any of us can quite wipe out the sores that we have in our souls, if I may say so, of the sights that we saw.
28:47As soon as it fell dark, the roads were roaring with the traffic going up and the guns going into position, and this enormous feeling of a build-up of a big offensive, you know. By the summer of 1916, the First World War was almost two years old. On the Western Front, French forces were locked in a devastating battle against the German army at Verdun. And so, to relieve pressure on their French allies and to further weaker the Germans, in an attempt to break through, the British army decided that on 1 July 1916, it would lead a massive Allied offensive against the German lines dug in near the Somme River in north-eastern France.
29:27I remember we discussed with one another in a rather matter-of-fact way who should have our watches, our fountain pens and so on if we were killed. But we hadn't the slightest idea what we were in for. What they were in for was one of the bloodiest battles in history. Ahead of the attack, the British and French began a massive week-long artillery bombardment of German frontline defences. The German troops tried to shelter in their underground dugouts.
29:57For seven days and night, we were under incessant bombardment. Day and night, the shells, heavy and light ones, came upon us. Our dugouts crumbled and we had to dig ourselves and our comrades out. Sometimes we found them suffocated. On July 1st, 1916, over 100 ,000 Allied troops were ordered to climb out of their trenches, cross no man's land through intense rifle, machine gun and artillery fire and find a way through deep tangled walls of barbed wire to reach the German trenches which were often dug in on the higher ground. The young, mostly inexperienced Allied troops who went over the top were told that after the week-long bombardment, they shouldn't face much resistance.
30:48After the whistle went, we all went up the scaling ladders. Over we went and formed up in line in attacking formation in front of the trench. The leading troops went over at half past seven, and it was to me an astonishing sight, a line of British troops, fixed bayonets walking quite steadily behind the barrage. It was a sight I should never forget. But we got into trouble almost at once. We slowly moved forward. First short distance, there seemed to be no casualties, but soon it became apparent that men were going down rather thicker than one would have thought was actually happening. The very moment we felt that the British artillery fire was directed against the reserve positions, German machine gunners crawled out of the bunkers and opened up terrific fire.
31:40We climbed over the top of the parapet
31:43Devi Sridhar:and the machine gun fire, the air was full of bullets and the men began to fall all round us. When these men were hit with bullets they just fell flat on the face. A man was running across the front of me and he was immediately shot. One just merely went forward mechanically and then I realised I had no-one around me. I looked a little further and realised I'm the only one standing. It was then I realised that the wire in front of us was quite uncut despite the intense bombardments and that the Germans were standing up firing out at us through holes in their front line. when I toppled into the shell hole a great sense of relief came over me I lay in the shell hole for hours and hours crawled out of the shell hole a bit of a struggle but I got out I started crawling towards our lines and I never seen so many dead men clumped together as what I saw then and I thought to myself oh the world's dead, they're all dead and I crawled along everywhere I passed, left and right, with men laying out on the ground.
33:01The casualties, totalling 60 ,000 for the British alone on the first day, are the worst ever recorded in British military history. Even after that disaster, the offensive did not stop. The Battle of the Somme would continue for five more months. It was fought along a 15-mile section of the front, which stretched across fields, up hills, along marshes and through woodland. My memory is of comparative quiet and darkness when the attack began, then the crescendo of artillery on the wood of leaping flame and our advancing in rushes across the slope littered with dead. And next I remember starting to dig alongside a dead German, shiny as a waxwork and still in his kneeling position, and then advancing and seeing comrades fall without a cry in a kind of slow motion.
33:51The names of the places fought over became synonymous with horror. Mamet's Wood, High Wood, Trone's Wood. The tangle of Mamet's Wood with dead Germans, barbed wire, extraordinary sights such as two men who'd benefited each other, which I saw, stuck together, filled me with absolute horror. The great abiding memory of them is the smell of crushed green branches and trees broken, the earth red throwing up, nobody knowing where anybody was, just groping along, machine gun bullets splitting into the trees, shots and shells coming from in front, from behind, from all sides, it seemed to us. Thiepvel, Beaumont Hamel, La Boisselle, Cantelmaison.
34:37As soon as you get over the top, fear has left you in its terror. Your nose is filled with fumes and death. You taste the top of your mouth You see the line of men, the fleur of the shells, there's the mist of dawn, and the fumes from the shells, and every now and then there's a burst in shell which gives it a dirty orange colour. Fricor, Montabon, Guillemont, Posier. Posier was the heaviest, bloodiest, rottenest stunt that ever the Australians were caught up in. The carnage is just indescribable. I can remember, as we were making our attack, that we were literally walking over the dead bodies of our cobbets.
35:21Ginche, Lerswood, Boulogwood, Corsillette, Martin Puig, Bapol. By the end of the Battle of the Somme, more than one million men were dead or wounded. The casualty rates divided between the two sides. It was one of the bloodiest battles the world had ever seen. And for that, the British and French allies had advanced just seven miles. It's true that some important tactical and technological lessons had been learnt from the battle, but it did not spell the end of the war, nor an end to the slaughter. The Battle of the Somme never came to an end. It just peated out into the mud. The war seemed as if it was going on forever and ever after that.
36:08Well, it didn't go on forever. the fighting in the First World War continued until Germany signed an armistice on the 11th of November 1918, and it officially concluded with the Treaty of Versailles signed on the 28th of June the following year. Those first-hand recollections of the horrors of trench warfare were put together from the BBC archives by Alex Last and were first broadcast in 2016. Next, we've got a very personal glimpse into the world of the Chinese security services. In 2015, a Hong Kong bookseller called Lam Wing Ki was detained for selling material critical of the Chinese political elites.
36:45He spent time in jail, but later managed to evade the authorities. And he broke the story to the world's press. He's been speaking to Josephine McDermott.
36:56Devi Sridhar:It's the 21st of June 2016. A slim 61-year-old Cantonese man in a pale blue shirt open at the neck, with thick bullet grey hair and thin silver-rimmed glasses, lights up a cigarette. He doesn't know if he's being watched. He's been released from detention, where he's been interrogated on the Chinese mainland by people calling themselves the Central Special Unit. He's been allowed back to Hong Kong to retrieve a hard drive the special unit wants for its investigations. But now he's home, he has to decide. Will he comply? I realised this isn't an ordinary matter. It wasn't just about me now. It was a problem for all Hong Kong people.
37:47I thought, why should I hand this data over to you? You want me to betray all these people. I can't do that. I took three puffs of my cigarette before thinking about this again.
38:00Devi Sridhar:What he would decide to do took incredible courage. We'll get to that later. How did Lan Wing Ke come to be in this situation? He opened Causeway Bay Books in Hong Kong in 1994, an independent bookshop which you reached via stairs from street level. You could also buy books through mail order. He says it was the Tiananmen Square massacre that made him want to sell political books.
38:31What influenced me most was the June 4th incident in 1989 in China. I wondered why the June 4th incident didn't happen in the US, the UK, France or Canada, but in China. The Chinese military opened fire and massacred students. Opening a bookstore was very important for two reasons. First, I could access different books to analyze and judge this event. Second, I could discuss this situation with other friends. What were the reasons? Is it possible that understanding the June 4th incident could change China in the future? This was actually the most important reason for me in opening the bookstore.
39:15Back then, Britain was in control. You could read, sell and write any book. So at that time, there was freedom of expression. They used democratic methods to govern Hong Kong. When the Communist Party came to power, everything was different. They wanted to control everything.
39:32Devi Sridhar:When Britain handed Hong Kong back to China in 1997, a principle of one country, two systems was agreed, whereby Hong Kong would keep a high degree of autonomy. This preserved the freedoms it was used to. In 2003, when individual visitors from mainland China were allowed to visit without needing to be on business or in a tour group for the first time, they found a prized commodity was on offer. Hong Kong became a very important consumer hub for books. It was because books were unavailable in mainland China, even if you had the money. So many business people weren't buying watches or mobile phones.
40:10They already had those. They came to Hong Kong to buy books.
40:14Devi Sridhar:Lan Wing-Ki visited the city of Shenzhen two or three times a week to see his girlfriend. It borders Hong Kong, but it's part of the Chinese mainland. At the border crossing on the 24th of October 2015, things went differently.
40:33When you go through customs, there are two checkpoints. The first one opens when you scan your ID and you go in. After you go in, it closes again. And the first one doesn't reopen. I was standing in the middle. It started to continuously beep. Then two people came over. One was an official from Shenzhen, followed by the highest-ranking official at the Shenzhen Immigration There. He told me to come out and go to a corner on the left. 31 people surrounded me.
41:04Devi Sridhar:He was taken, handcuffed and blindfolded, by train to the eastern Chinese city of Ningbo, where he was kept in a small room.
41:20There was a bed, a place to sleep, a table, a chair, a bathroom, a screen. A very tall window. They sent people 24 hours a day. They took shifts. Even two people watched you when you sleep. When you sleep, they make you stick your hands out. They force you to do that. Do you know why you can't tuck your hands inside? They're afraid you'll kill yourself. They would interrogate me whenever they felt they needed to. At first, it was about three or four days a week.
41:58The worst part was when I found out that my computer had been opened, exposing data. They showed me the emails I'd sent books to. It showed what books were ordered, when they were sent, how many copies, their last names, first names, and their destination addresses. This kind of thing definitely shouldn't be made public, right? Because I help send people books. I keep their data confidential. I was terrified when they showed it to me. I was in shock as how they were able to get hold of it.
42:30Devi Sridhar:By the end of December, Mr Lam's business and the general manager, business manager, co-owner and a shareholder were at the centre of an international story. Since October, one by one, five men who worked at a small bookshop and publisher have disappeared. The topics covered in the bookstore include political corruption, power struggles, even the love affairs of China's top leaders, all of which are banned from being published in mainland China. In January, a crowd of 6 ,000 people marched to the office of Beijing's representative in Hong Kong. I would say there is a turning point for suppression of our freedom because how can a person in Hong Kong exercising our rights be now, you know, kidnapped to China to be detained for investigation.
43:22This is a milestone for suppression.
43:25Devi Sridhar:After eight months in detention, Mr Lam was released. While the four other men connected to the bookshop had gone silent once they could go, Mr Lam had other ideas. What did I have to be afraid of? I just believed I haven't done anything wrong. He was going to go public. He contacted Albert Ho, a legislator for the Democratic Party, and he organised a press conference.
43:54I went to the restroom and splashed myself with cold water, and then I slowly waited for the meeting to start. I was so tired, I hadn't slept for two days. I realised that this wasn't just a bookstore issue anymore. It's a problem for Hong Kong as a whole.
44:16Devi Sridhar:He sits in front of a dozen microphones, describing what happened to him in detail. At one point, a journalist asks, what do you think would be the effect on Hong Kong's freedoms if you hadn't come out to speak today? It shows there are still people who speak out in Hong Kong. If I didn't speak out, Hong Kong's freedoms of speech and press would suffer in silence. That's something I don't want.
44:48Devi Sridhar:After the press conference, China's foreign ministry said Lam Wing-Ki is a Chinese citizen and he has violated China's laws on the mainland. Relevant authorities in China are authorised to handle the case in accordance with the law. Following massive anti-government protests, China imposed a national security law in June 2020, saying it was necessary for stability. Under the law, Albert Ho, who hosted the press conference, was arrested and he remains in custody. Lam Wing-Ki left Hong Kong in 2019, fearing new extradition rules. Now in Taiwan, he reopened Causeway Bay Bookstore with the help of fundraisers.
45:26Josephine McDermott. Next, this week's sporting witness, and we're back in the world of international football. In the year 2000, one of the world's best players suffered a knee injury that threatened to end his career at the age of just 24. Two years later, he would go on to score eight goals in seven games and help Brazil win a record fifth World Cup. His name was Ronaldo Nazário, or just Ronaldo o Fenomeno. Tim McCulloughan has been speaking to his physio.
46:02My name is Nilton Petrone Villar de Junior. I am a physiotherapist. And that is the man who helped to bring him back from a potential career-ending injury to score the winning goals in a World Cup final. I think Ronaldo is like a phoenix. When everyone thought he was finished, he was able to come back. We'll get back to what that injury was in just a moment. Ronaldo began his career at the Brazilian club Cruzeiro in 1993 scoring 34 goals in 34 games He had explosive power, lightning quick speed and an abundance of skills He moved to Europe in 1994 when he was just 18 years old and moved through three clubs in quick succession Dutch side PSV Eindhoven, Spanish giants Barcelona and Italian side Inter Milan Nilton first met him when he was playing at PSV, when he first showed signs of knee issues and was recovering from surgery.
47:04He'd had surgery for a growth disease called Osgut Slater. And then he called Romário, who was in Flamengo at the time. I was with Romário at Flamengo Football Club. Romário being Brazil's 1994 World Cup winner and World Player of the Year. So he talked to Romário and talked to the president of Flamengo to ask the permission for him to go to Brazil to be treated with me during this period, because he was not going to be able to play during the Olympics of that year. After rehabilitation with Nilton, Ronaldo was able to play for Brazil at the 1996 Olympics. But because of the speed at which he played football, Nilton believes that more knee problems were always inevitable.
47:54As an athlete, Ronaldo is among the greatest in terms of his physical ability. But the tendon suffers a lot when you have a sudden change of direction, changing direction at high speed. Which was a trademark move for Ronaldo. In 1998, he was named the best player in the world. And at that summer's World Cup in France, he scored four goals as part of a Brazil side who looked destined to retain the trophy they had won four years earlier. But when the team sheet for the final against France was presented to the world's media, he wasn't playing. And then 45 minutes later, he was. The BBC's Jon Motson was in his element in the pre-match build-up.
48:36The scenes in the commentary boxes for the last 45 minutes have been absolute mayhem and chaos because the first sheet which you showed, which allegedly now is wrong, which said that Ronaldo would not play, came up into the commentary boxes about 40 minutes ago and the response was incredible. There were journalists and commentators racing around trying to find out the truth behind it. First of all, they thought it was a knee injury. Then somebody said Zagallo had dropped him. Then it was all a mistake. And then we were told it was definitely true. And then suddenly, here's the new team sheet.
49:05This came up about 10 minutes ago. My colleague Ray Stubbs raced across to ask Pele, of all people, what the news was. He was absolutely bewildered by the whole experience. And here's the second team sheet which says Ronaldo plays and Edmundo is a substitute. It was revealed years later that Ronaldo had suffered a convulsive fit hours before the final, and after tests had said he felt fine to play, but he looked a shadow of himself in the match, and France beat Brazil 3-0. Fast forward a year and Ronaldo had suffered another knee injury playing for Inter Milan, a partial rupture of his patella tendon, which is the connective tissue that runs in front of your kneecap.
49:42He had surgery in France with a specialist to repair it. Every month we would go through a review of him and we would have a new consultation. Then, when he arrived in the fifth month, with all the exams ready, he didn't have any muscle imbalance. He was already training at top speed and Dr. Sealand allowed him to play. Ronaldo made his comeback as a substitute in the Italian Cup final against Lazio on the 12th of April, 2000. And then he gets into Lazio game, the famous game that the whole world saw. And then he makes a move and the tendon can't stand it. Then it explodes and the knee goes into the middle of the leg, in the centre of the thigh.
50:35Were you there in the stadium, Nilton, when he suffered the injury? Did you know straight away how bad it was? I knew it because when I went into the field with the doctor from Inter, Dr Volpi we quickly saw that the patella, the kneecap, had gone up in the middle of the thigh This time it's a full rupture of his patella tendon More surgery follows and Nilton is in charge of Ronaldo's recovery It was the biggest challenge I've ever had in my career There was no one who had ever played football again at a high level with that injury.
51:17And we didn't have a parameter, because when you have a parameter, you say, look, there is that case there that came back to play. Then you try to align to that case there, but there was none. So everything was very new and challenging in a very complex injury. One of the priorities was to regain flexibility in Ronaldo's knee, as the injury had stopped him from being able to bend it properly. So the focus was aimed at biomechanics and regeneration of the area of tendon that was restored in surgery. And there was a variety of methods that we used, from electrotherapy to thermotherapy to hydrotherapy.
52:03It's like we're making a suit, right? You put the exact measurement, the sewing, correct it when there is something wrong. And our main goal was for him to return to football again, to football at a high level, because he made it very clear that he wanted to return. And that if he were to return, it was to a high level. It was eight or nine hours of treatment per day. Ronaldo described this time as the biggest torture he has ever been through The injury forced him to miss the entire 2000-2001 season for Inter Milan He started pre-season training at the club but struggled with muscle injuries after so long without playing He made his return to the team in December 2001 against Brescia
52:56He scored the goal, turned around and came to hug me And when he hugged me, we hadn't noticed the whole stadium They were clapping, even Brescia's fans It was really moving When we got home at night, when we went back to Milan He called me and said, have you seen the TV? When he scored, it was broadcast in all the other stadiums and all the fans of all the teams clapped and applauded his return. Ronaldo achieved his ultimate goal that season of being selected for Brazil's squad at the 2002 World Cup in Japan and South Korea. What he did there was nothing short of remarkable. He scored eight goals in seven games as Brazil lifted their fifth World Cup.
53:45Milton didn't work with the Brazilian Football Federation, so he stayed at home for the tournament. But he was there when Ronaldo returned to Brazil to celebrate the title. We cried a lot. It's like we were having our own baby because it was nine months of rehabilitation and nine hours a day. It was like this was inside us and then it came to fruition. So it was really emotional. Nilton Petroni worked with Ronaldo until 2003. He was speaking to Tim O 'Callaghan. I don't know about you, but the image of a knee exploding made me wince. Finally this week, the story behind one of Mexico's most recognisable songs.
54:26It has echoed across stages, bars and living rooms for the past 25 years. And it was almost never recorded. It's called Rata de los Patas. Helen Ledwick has been speaking to its composer.
54:48Devi Sridhar:We're going back to the year 2000, to the Auditorio Nacional, a huge concert venue in Mexico City. An audience of thousands sits mesmerised by the woman on stage. She's the famous Mexican singer Paquita La del Barrio. And when I say famous, I mean legendary. In her 50s, with cropped blonde hair and red lips, Paquita's wearing a black floor-length gown covered in crystals, microphone in hand, dark eyebrows furrowed as she sings. The auditorium was absolutely packed. Paquita had this gift. Wherever she appeared, people came. Manuel Eduardo Toscano is sitting in the audience. He's a composer and he's already writing songs for Paquita.
55:40Devi Sridhar:But tonight, he spots something. I heard her sing and I noticed that every time she sang a sweet song, people applauded. But... But Paquita is really famous for singing about heartbreak and betrayal, bold, unapologetic songs that call out macho culture and unfaithful men. And when she sings those songs, the reaction is very different.
56:17Devi Sridhar:When she sang Me Saludas a la Tuya, the people shouted and screamed. Me Saludas a la Tuya. In English, say hi to yours for me. It sounds polite, but it isn't. Let's say it's more of a sarcastic goodbye. The crowd loves it. It's a lightbulb moment for Manuel. People were shouting and I wondered what would happen if Paquita La del Barrio recorded Rata de Dos Patas for me. Rata de Dos Patas, two-legged rat. Manuel has written a song where the lyrics are made up entirely of insults. Filthy rat. Crawling animal. Scum of life. Badly made monstrosity. It's punch after punch without apology. Vermin, poisonous serpent, waste of life.
57:12Devi Sridhar:If the audience is screaming now, what if Paquita recorded that? Manuel decides to offer her the song. But what do you think? The next time I saw her, she said, Son, the song is nice, but I'm not going to record it because it's too strong.
57:33Devi Sridhar:Even for Paquita, Rata de Dos Patas is too much. With its leeches, cockroaches and hyena from hell, Manuel thinks it's destined to stay in a drawer forever. But Paquita owns a restaurant in Mexico City. It's where she tries out new material. And it turns out she hasn't quite given up on Rata.
58:00Devi Sridhar:One day, there was an event with a lot of people in her restaurant, and she sang it. And the applause was massive. Someone told her, Paquita, you have to record this song. And that's when she decided she was going to do it. And whatever happens, happens. The next time Manuel sees Paquita is at a palenque, one of Mexico's big traditional concert venues. She walks straight over and delivers the news. She said, son, it's so good to see you. Yes, I'm going to record the song about the little animals.
58:39Devi Sridhar:She told me not to give it to anyone else. She took it, kept it, recorded it. The song about the little animals, Rata de dos Patas, is released in 2001 and has its first play on radio. They told me, your song started playing this morning, and before long, all the other radio stations were asking the record company for it. I don't think it even took four or five days. Maybe I'm exaggerating, say eight, for the song to win over the public. It was already a hit. So, what does Manuel do? At home, we are very fond of celebrating, for the smallest reason. We're celebrating. So we celebrated. But we celebrated even more when the first royalties arrived.
59:32Devi Sridhar:Because I expected, for example, I don't know, maybe$10 ,000. And they went over$100 ,000. So I said, wow, this really is a success. Rata de dos patas, a relentless string of insults, becomes Paquita's signature tune. and one of Manuel's biggest successes as a composer. It's the ultimate revenge song, and Manuel's instinct was right. It was exactly what audiences wanted. The other songs were sweet in parts. First I hit you, then I suit you. First I make the wound, then I apply the medicine. But here, no. Here it was blow after blow after blow. and women loved that more than anything. With that song, women turned Paquita into something else.
1:00:28Devi Sridhar:They called her the defender of women. And it doesn't stop at Mexico. The song finds fans across Latin America and beyond. This is Paquita speaking to TV Azteca in 2014. She's talking about her first visit to Spain. She says women in the audience would ask her where she gets her lyrics and she'd tell them, from the composer. People were captivating. But there's something else, something Manuel didn't share publicly until years later. Despite becoming an anthem of female empowerment, the true inspiration for the song was not men exactly, but one man, a former president. In those years here in Mexico, we had a president of the republic.
1:01:19Devi Sridhar:The man who was the president at that time was named Salinas de Gortari. People said he wasn't doing things well. That's where the song came from, the idea of the two-legged rat. I had, and still have, a lot of respect for politicians. But I said, well, I'm going to write a song, and that's how it began. Former president Carla Salinas de Gotari has always defended the record of his administration. Over the years, Manuel and Paquita end up recording more than 80 songs together, their creative partnership becoming a close friendship. Paquita La del Barrio died in 2025, but the song she made famous is still everywhere.
1:02:07Devi Sridhar:a karaoke favourite and loved on social media. Rata de dos Patas has been streamed more than 50 million times on Spotify. And Manuel, well, he's still singing it too. When I perform it at events, that's where I really act it out. When I get to the insults, filthy rat, crawling animal, scum of life, badly made monstrosity. And when I said cockroach, I pretend to crush one under my foot. I love this song like a daughter. That's what I call my songs. And this one has given me enormous satisfaction.
1:02:58Manuel Eduardo Toscano is still writing music. He was speaking to Helen Ledwick. And that stirring string of insults brings us to the end of this edition of the History Hour. Join us again next week for more personal stories from the past. For now, though, this is Max Pearson. From all of us here, thanks for listening. Goodbye.
1:03:16Devi Sridhar:Sporting Witness takes you to the events that have shaped the sports world through the eyes of the people who were there. We weren't going to ask permission. We were just going to do it. It was such an amazing feeling. It was incredible. He started to write a story about how he came up with the idea for the red and yellow cars. I got to go. We cried a bit. We laughed a bit. It was wonderful. There's a magic during those moments that carries your soul. We were truly blessed to be a part of history. Supporting Witness. Subscribe wherever you get your BBC podcasts.
1:03:48Devi Sridhar:Ever invest in something that seemed incredible at first, but didn't live up to the hype? Like those$5 roses at a gas station. Or a second-hand piece of technology that breaks in the first 10 minutes? Marketers know that feeling. We optimize for the numbers that look great, impressions, reach and reacts. But when they don't show revenue, well, that's a not-so-great conversation with the CFO. LinkedIn has a word for that. Bull spend. Now you can invest in what looks good to your CFO. LinkedIn Ads generates the highest ROAS of all major ad networks. you'll reach the right buyers because you can target by company, industry, job title and more.
1:04:32Devi Sridhar:So cut the bull spend. Advertise on LinkedIn, the network that works for you. Spend$250 on your first campaign on LinkedIn ads and get a 250 credit for the next one. Just go to linkedin.com slash broadcast. That's linkedin.com slash broadcast. Terms and conditions apply. I'm here on the job site with Dale, who's a framing contractor. Hey, good morning. Dale traded up to Geico Commercial Auto Insurance for all his business vehicles. We're here where he needs us most. Yep, they sure are. We make it easy for him to save on all his insurance needs, all in one place, with coverage that fits his business and bottom line.
1:05:11Devi Sridhar:Oh, I shouldn't have looked down. It's all right. We're so far up here. Look at me. Take a deep breath. No, I'm good. So good. Get a commercial auto insurance quote today at geico.com and see how much you could save. It feels good to Geico.
From the publisher
Max Pearson presents a collection of the week’s Witness History interviews from the BBC World Service.
Our guest is Devi Sridhar, Professor of Global Public Health at the University of Edinburgh in the UK.
We start with the birth of an Australian campaign to get people to take care in the sun and Ireland's response to the UK Brexit vote.
Next, the 110th anniversary of the Battle of the Somme and the Hong Kong bookseller detained for selling material critical of China's leaders.
Finally, Brazilian footballer Ronaldo's knee injury in 2000 and the story behind a famous insulting song in Mexico - Rata de dos Patas.
Contributors: Professor David Hill - former head of Cancer Council Victoria. Professor Devi Sridhar - Professor of Global Public Health at the University of Edinburgh. Rory Montgomery - former diplomat, who led Ireland's Brexit negotiating team. Lam Wing-kee - Hong Kong bookseller who was detained for selling material critical of China’s leaders. Nilton Petroni - Ronaldo Nazario's former physiotherapist. Manuel Eduardo Toscano - composer of Rata de dos Patas.
(Photo: Sid the Seagull, mascot for the Slip Slop Slap campaign. Credit: Cancer Care Victoria)
