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PRIMEDIA Broadcasting

Stop Rape campaign

94.7 Breakfast Xpress #StopRape Handbag Bingo

Friday 8thFebruary marked the launch of Primedia Broadcasting the Lead SA #StopRape campaign on its four radiostations. Listeners heard a beep every four minutes to signify the rape of a woman.
The Breakfast Xpress launched the #StopRape campaign whole-heartedly and received an over-whelming response from listeners both SMSing and calling in to share their own experiences. Talking from the heart Darren Simpson and the team did not shy away from the subject manner, but rather allowed the listeners to open up and express their need.

An interview with rape survivor JesFoord made the issue real for listeners and employees at 94.7 Highveld Stereo. Jes’ story hit home as she explicitly told the harrowing story of being brutally gang raped by four men, while her father was forced to watch. Through the love and support of friends and family Jes realised the need of other women who didn’t have the same kind of support as she did. This inspired her to open the JesFoord Foundation which focuses on the after care of rape survivors and hopes to revolutionise the way rape victims are treated.

It is in the everyday activities that the JesFoord Foundation makes a difference. Whether it is organising rugby matches to raise money or asking women to donate handbags to make up rape kits, the foundation’s ethos is inspiring.
This approach sparked something in the minds of the Breakfast Xpress who then created their own extension of the Lead SA #StopRape campaign with their Handbag Bingo event. Using the JesFoord Foundation as the beneficiary, the Breakfast Xpress invited 250 listeners to play an evening of Bingo with a twist. Instead of winning cash, seven stunning designer handbag hampers up to the value of R20 000 were up for grabs. Instead of paying an entrance fee, the ladies were asked to bring along a second-hand handbag to donate to the JesFoord Foundation Handbag project.

Handbag Bingo was a major success with us collecting over 400 handbags and raising over R40 000 on the night. The Dis-chem Foundationonce again supported our initiatives by donating R80 000 worth of products for the rape kits. The JesFoordFoundation was overwhelmed by the support of the station as well as our listeners who through a bit of fun felt they contributed to a well-deserved cause.

The Handbag Bingo event showed the continuation of the Lead SA #StopRape campaign, but also displayed how music radio can make serious issues more tangible for its audience.

94.7 Highveld Stereo Baby Car Seat campaign

To open Transport Month which occurs every October, the 94.7 Breakfast Xpress launched a Road Safety Campaign inspired by Lead SA and supported by Imperial I-Pledge. We asked our listeners to help us give the gift of safety to the children of Johannesburg by donating a used baby car seat. The month long campaign saw us for the first two weeks collecting car seats across the city and using the remaining two weeks to refurbish and distribute the seats to those in need.

Although we had the platform to rally the support and collect the seats, we needed an experienced partner to help us make the campaign come alive and get the used seats back in working order. We approached the ever-enthusiastic Peggie Mars from NGO Wheel Well. Peggy is a mother who suffered a sad loss through not having a car seat for her daughter. Her aim is to raise awareness and educate all about road safety for children. With a very modest budget she started Wheel Well which strives to be the most visible and effective advocate of Road Safety for Children in South Africa.

Owing to the recent birth of host Darren Simpson’s son, this campaign was championed by the Breakfast Xpress, resonated with us and listeners throughout Johannesburg. With a goal of collecting 300 seats in two weeks, we received an overwhelming response and collected over 700 seats and compiled a database of over 500 parents and grandparents wanting to secure a seat for a loved one.

To wrap up Transport Month we staged a series of handovers across the city distributing baby car seats to listeners in need. The Dis-chem Foundation supported our initiative by donating a generous R60 000 to Wheel Well which will be used to offset some of their operating costs.

The 94.7 Highveld Stereo “Baby Car Seat Campaign” has been nominated for a 2013 MTN Radio Award in the Commercial Community Project category.

Talk Radio 702

Talk Radio 702 as part of the Primedia Broadcasting divisions Stop Rape Campaign also played a beep every four minutes to represent a person being raped in South Africa. This was then followed by a detailed and insightful look at different aspects about rape in this country. Listeners called in to share their harrowing experiences a confessed rapist also called in to share his experience. Many listeners felt that the discussions on air were overdue and welcomed the honest discussions. Various Non Governmental Organisations were also interviewed. Organizations profiled included Green Door, Matla a Bana, Alliance for Rural Democracy and the Rape Crisis Centre to name a few. The initiative initaitvebrought renewed focus to an issue that touches many South Africans.

Dis-chem Random Acts of Kindness (RAK)

Dis-chem Random Acts of Kindness (RAK) occurs eight times a year and is another avenue that exposes listeners and staff to organizations in need. Our RAK for March was the Community-based Prevention and Empowerment Strategies in South Africa (COPESSA). This organization works directly in the community of Soweto fighting abuse against women and children through education and activities. Through the RAK, Dischem Foundation donates R10 000 a month.

Outside broadcasts (OBs)

Outside Broadcasts (OB’s) is one of the many opportunities that Talk Radio 702’s uses to involve listeners. Two blood donation OBs were held before Easter to encourage listeners and staff to donate blood. The third OB had probably the most impact – John Robbie broadcast live from Sharpeville, a township outside of Vaal, on Human Rights Day. The township is synonymous with a historic morning on 21 March 1960, when apartheid police confronted an unarmed crowd walking to the local police station to protest the carrying of pass books. The police opened fire, killing 69 people and injuring 180 others. The event, which became known as the Sharpeville Massacre, caused waves of protests around the country and sparked international outrage.

The significance of Sharpeville is profound. South Africa's Human Rights Day, 21 March, coincides with Sharpeville Day. It was declared by the UN as International Day for the Elimination of Racial Discrimination. The ANC-led government chose the township for the signing the Constitution of South Africa on 10 December 1996.

John looked at all aspects of the tragedy as well as what is being done (and not done) to preserve the memory of that day.

567 Cape Talk

567 CapeTalk launched a 24-hour long wool drive, to gather balls for the Tygerbear Foundation. Eyewitness News reporter Giovanna Gerbi highlighted the Foundation’s work by focusing on its Comfort Bear Project. Initiated during the 1980’s it aims to give a knitted bear to each child patient of the unit. The comfort bear is also an important tool for social workers to help children who are scared and lonely. The Foundation – at Tygerberg Hospital in Cape Town - has developed a unique model for the treatment and prevention of trauma in young survivors of malnutrition, neglect, emotional and sexual abuse and gang violence.

One example was a little boy who has been admitted with severe burn wounds to his face and after the boy’s arrival he chose the ‘ugliest’ of the bears, saying it was the one “who looked most like him”. This teddy bear was also the sole possession with which he left the hospital.

After Giovanna Gerbi’s coverage 567 Cape Talk invited listeners to donate wool.
The response was overwhelming and 567 Cape Talk after a day and a half (on behalf of listeners) donated 7,500 balls of wool to the Tygerbear Foundation.



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