The ABF on how you can help the South African advertising industry

There's no doubt that many are pleased we'll soon be saying goodbye to 2014 and hello to a brand new year - particularly in the local advertising industry. I got some feedback on the-year-that-was from John Bowles, acting president of the ABF.

Bowles says that in many ways, dipping in and out of the red has been the way we do business since 2008/9 when the effects of the global recession kicked in and we felt the hangover effect from 2010 World Cup.

When commerce talks of flat being the new up and his personal favourite, 'negative growth' you know we're operating in a different world.

As South Africans we're exposed to the impact of a poor economy as we drive to work. Unemployment is rife and the real disadvantaged are a reminder of what the average South African is faced with each day.

What it's really like in the advertising industry

John Bowles, acting president of the ABF

In our very own industry, we are not protected from the downturn and shrapnel the economy has exposed us to. The difference is that we're exposed to the awful average situation so often that we turn our heads away until it's one of our own that falls into a desperate financial situation.

That's where the ABF or Advertising Benevolent Fund steps in. It was set up to help those in our advertising industry that need short-term vital support.

Nothing has changed, except that the idea of helping those in need over the 'short term' in the current market has been more of an ideal than a policy.

Our cases are becoming long term and the applications are up.

Tough times ahead...

Simply put, the candidates we are supporting cannot find work or realistically be employed in these market conditions. And we can't see that changing anytime soon.

The ABF has had a reasonable year in raising funds to support these cases, but we need more. We need financial support, industry support, leadership support and, most importantly, industry involvement.

We can argue that the ABF didn't do enough to build awareness. We can argue that the events might not be fun enough or that your budgets are limited. These are challenges the committee or industry volunteers face on an ongoing basis, but our priority is simple: Get vital support to those in need, now I can assure you that this part of the ABF works like a well-oiled machine as our social workers hit the ground and the treasury gets that financial support to where it needs to go.

Now's the time to volunteer

In 2015 we're looking for more volunteers, more support at our functions or events and more donations for this great organisation. Please help us help you!

It's an earnest plea. If you're interested in finding out more, connect with the ABF on Facebook or Twitter.