South Africa: Jacaranda FM's Winter Warmer Campaign Moves Into Pay It Forward

As an extension of its Winter Warmer initiative, Jacaranda FM's GM, Kevin Fine, has launched a 'Pay It Forward' initiative, which will involve 200 South African personalities.

The station and the campaign sponsor, Ingram's, have also extended the Winter Warmer initiative with the goal of collecting at least 100 000 blankets for those in need.

Robbie Kruse, Ashley Hayden, Rian van Heerden, Kevin Fine and Jacques du Preezclick to enlarge

Said Fine, "We are distributing blankets to these people and asking them to hand it over to someone in need. We hope that this will encourage the spirit of paying it forward and encourage as many people as possible will assist those who are homeless this winter."

He kicked started the initiative by giving one blanket each to Jacaranda presenters Rian van Heerden and Ashley Hayden - asking them to pay it forward. Hayden undertook to give her blanket to a homeless man who she often comes across near her home.

Van Heerden invited two of the brave fire fighters from 28 May's blaze at Princess Crossing in Roodepoort into studio - giving his blanket to them and asking them to pay it forward to one of the many needy individuals they encounter on a daily basis.

Winter Warmer extended

During an on air activation, the station managed to raise more than R1.5 million, which translates into 30 000 blankets, when it called on corporates to contribute.

A team of more than 40 celebrities - including Steve Hofmeyr, Juanita du Plessis, Kurt Darren, PJ Powers, Loyiso Bala and Miss SA, Melinda Bam - manned the phones to take pledges from companies and individuals.

All blanket donations are earmarked to benefit the Hanna Charity and Empowerment Foundation, Rotary Club, Beeld Children's Fund, Salvation Army and the Red Cross.

(Source : Biz Community (Cape Town) via allAfrica.com)