East Coast Radio’s Big Favour Season of Sharing returns to bring food relief to families across KZN

East Coast Radio’s Big Favour Season of Sharing returns this October, with East Coast Radio and Pick n Pay calling on individuals, businesses and communities across KwaZulu-Natal to help provide food relief to families and rural schools ahead of the festive season.

For children who rely on school feeding schemes for daily meals, the end of the school term can mean losing access to an important source of nutrition. While schools close for the holidays, the need for food does not. For families already facing financial pressure, providing regular meals throughout this period can become an even greater challenge.

Season of Sharing aims to help bridge this gap by providing food hampers to families who need support. A donation of R2,600 can provide a food hamper capable of feeding a family of four for up to six weeks, helping ease the pressure on household budgets and providing essential groceries during the festive season and school holidays.

At its heart, Season of Sharing is about turning the generosity of ordinary people into practical support for families. Through the partnership between East Coast Radio and Pick n Pay, the campaign brings together listeners, businesses and communities to help ensure that more households have food on the table when they need it most.

The impact of this collective generosity was evident in 2025. East Coast Radio’s Big Favour Season of Sharing Telethon raised R1.8m, providing food hampers for 692 families. Pick n Pay also donated an additional 500 hampers valued at R1.3m, bringing the total contribution to R3.1m and helping feed 1,192 families across KwaZulu-Natal.

Building on this impact, the 2026 campaign will once again mobilise KZN to support families, while also bringing attention to rural schools and the learners they serve. Members of the public are invited to nominate a rural school in their community that deserves support. Through these nominations, Season of Sharing aims to identify rural schools that will receive food hampers, extending the campaign’s reach beyond individual households and into school communities.

The campaign also recognises that receiving a food hamper is only part of the challenge for some families; getting it home can be difficult, too. Through the Season of Sharing wheelbarrow initiative, members of the public can donate a new wheelbarrow or contribute towards purchasing one, helping families transport their food hampers home.

East Coast Radio managing director Mzuvele Mthethwa says: “The school holidays should be a time for children to rest, enjoy being children and spend time with their families, but for many households, it can also mean added pressure to put food on the table. Through Season of Sharing, we have an opportunity to make a real difference by supporting families and rural schools across KwaZulu-Natal. When our province comes together, every contribution counts, and together we can help ensure that more families have access to food when they need it most.”

The Season of Sharing Telethon

A key moment in this year's campaign will be the Season of Sharing Telethon on Friday, 6 November 2026, from 6am to 6pm at Pick n Pay Hyper by the Sea.

The 12-hour telethon will bring listeners, businesses and organisations together to pledge donations and contribute towards the campaign's food relief efforts.

Businesses and organisations are encouraged to pledge their support by calling 087 087 9495. Every pledge will help the campaign extend its reach and provide food relief to more families and rural schools across KwaZulu-Natal.

How to get involved

There are several ways to be part of Season of Sharing:

• Donate towards food hampers: A donation of R2,600 can provide food relief for a family for up to six weeks. Donors may receive a Section 18A certificate and an On-air interview - for more info, please email: Thobekile@ecr.co.za

• Nominate a rural school: Tell East Coast Radio about a rural school in your community that deserves support and could benefit from receiving food hampers. Visit ecr.co.za and click on The Big Favour Tab.

• Donate a wheelbarrow: Donate a new wheelbarrow or contribute towards purchasing one to help families transport their food hampers.

• Pledge your support: Individuals, businesses and organisations can pledge donations by calling 087 087 9495 and participating in the Season of Sharing Telethon on the 6th of November.

Season of Sharing is a reminder that the strength of a community lies in how it looks after its people. By bringing together the generosity of listeners, businesses and partners, East Coast Radio and Pick n Pay aim to extend meaningful food relief to families and rural schools across KwaZulu-Natal during a time when support can make a real difference.

This festive season, KZN has another opportunity to show up for one another. Season of Sharing. Brought to you by East Coast Radio with proud food partner, Pick n Pay.

Media enquiries: Zama Dlamini | az.oc.rce@damaz | 031 570 9495