Heart 104.9FM Incubator Campaign 2010Heart 104.9FM
Corporate Social Investment Campaign
Following the tremendous success of the Incubator Campaign in 2010, Heart 104.9FM, Pick 'n Pay, the Cape Argus and Newborns Trust once again launched the Newborns Incubator campaign with the aim to raise enough funds in order to buy the much needed incubators that give premature babies a chance to live. This year the partners invited Affinity Strategic Communication to join this worthy cause.
The goal of this year's Incubator Campaign was to match the highly successful effort of 2010. During the 2010 campaign enough money was raised to supply the neonatal unit at Groote Schuur Hospital with 24 incubators. The initial goal was to provide 20 incubators at a cost of R70K each, but thanks to the overwhelming generosity of the media and Cape Town residents, the total was pushed to a whopping R1.7-million, which meant a bonus of another four incubators. The hospital’s neonatal unit can now save 432 babies lives every month.
The neonatal unit at New Somerset Hospital will be the beneficiary of this year's initiative. Affinity has partnered this cause and is assisting in creating maximum exposure for the campaign and to strategically communicate the cause to the target audience and to encourage Capetonians to donate towards the campaign.
“The bottom line is that incubators offer babies a chance to stay alive,” says Liesl Carstens of Affinity Strategic Communication. “That’s why the importance of a campaign like this can’t be overemphasized. Money donated goes directly to saving lives.”
Examples of publicity (click on the image to enlarge)