heat has raised R73 774 for the Breast Health Foundation after pledging R1 for every copy sold of the Kylie breast cancer issue last month - in which the full roster of female DJs from 5FM posed for an exclusive photo shoot.
Acknowledging the magazine's initiative, Benn said she was grateful that heat had approached her rather than the other way around: "Normally, we have to request media involvement and support for our campaigns - it was just wonderful that heat was so pro-active and ultimately so generous."
Benn also saluted heat publisher Kim Browne for leveraging an opportunity outside of October's Breast Cancer Awareness month: "The disease is 365 day a year phenomenon so we really welcomed the opportunity to have an information campaign outside of that one month of the year."
Browne says: "One of UpperCase Media's core values is celebrating success. It was therefore very satisfying that our joy in a record sale for the magazine could be translated, through innovation and imagination, into support for a very good cause like the Breast Health Foundation."
