There is something magical about the Christmas season that inspires individuals and businesses alike to get involved in charitable causes. As Christmas draws closer, many people find themselves thinking of dynamic ways in which they can help make a real difference in their community.
Now in its eighth year, Christmas Wish was first launched on 94.7's Rude Awakening. It became so successful that in 2006 it was ‘adopted' by sister station, Cape Town's 94.5 Kfm.
Following on the same concept as Joburg, 94.5 Kfm's Christmas Wish is driven by the Breakfast Show with Ryan O' Connor. Focus groups conducted around the Cape have shown this initiative is one of the most popular promotions in the region.
The aim of Christmas Wish is to encourage listeners to tell the stations about friends, family or colleagues who have had some bad luck and need a little lift. The stations look for stories that are varied and from a wide range of its audience demographic.
Not only does Christmas Wish provide compelling radio programming for listeners, but a legitimate platform for clients to fulfill their corporate social investment quotas by affording them the opportunity to offer their products or provide their services to someone in need.
According to Ravi Naidoo, 94.7 Highveld Stereo station manager, these stories don't necessarily all have to focus on the plight of the poor, as everyday people that are doing well also sometimes stumble.
“The Christmas Wish is not only based around ‘the story' and emotion that it evokes, but also what we as a radio station, along with a sponsor can do to make a real difference, not something gratuitous or short lived,” said Naidoo.
“Christmas Wish has granted many wishes over the years, from overseas flights to reunite families to funding life-saving operations. What's important to remember is that it's not about what the sponsor can deliver, rather it's about the story and the circumstance that the recipient finds himself or herself in. The producer needs to match the story to the sponsor, and not vice versa.”
At the time of granting the wish, credit is given to the sponsor for granting the wish. In the long run, by playing down the granting of the wish the company ends up getting better exposure for their good deeds.
Last year's Christmas Wish saw a host of partners putting their weight behind the initiative including 1st for Women Insurance; 1 Lifedirect; Spar; LG; Adcock Ingram; Whirlpool SA; Edgars; Estee Lauder; Vodacom; Standard Bank; Southern Sun; Virgin Atlantic; Coca-Cola; Emperor's Palace; Netcare and Ericsson.
This year even more companies will be afforded the opportunity to get involved as Christmas Wish has been extended for a further week on 94.7 Highveld Stereo.
It will now run from 17 November until 12 December 2008 with two wishes broadcast live every weekday morning at 7.20am and 8.20am. M-Net will broadcast a highlights package every weeknight at 7:30pm. Christmas Wish will run on 94.5 Kfm from 24 November until 12 December.
By extending the length of Christmas Wish List, with the support of 94.7 Highveld Stereo and 94.5 Kfm listeners and sponsors, the initiative will be able to help more people than ever before.
