The Client
16 October 2009 was the United Nations World Food Day, and as it turned out, PURE Communications got more and better media exposure through its event than the United Nations itself. Well, maybe not, but this was a wonderful and successful event. The agency's client, InterContinental Sandton Towers, invited a class of 20 orphans from Sparrow Ministries as a declaration to fight against world hunger. This is an annual charity event that the hotel hosts for World Food Day. The Sparrow Ministries is a Roodepoort-based charity that the InterContinental Sandton Towers has selected to support as an acknowledgement of the great work they are doing in providing care and comfort to both adults and children who have been infected or affected by HIV/AIDS. They believe in health and hope and serve as a Hospice for the terminally ill as well as a Children’s home for AIDS orphans. It it 20 of these children who will be treated at the Atrium. Sparrow Ministries provides services to communities in Gauteng; Limpopo; and Bloemfontein.

The Challenge
PURE Communications prepared an invitation and media release, and then put its media machine to work. Well, not just the media machine, but its celebrity machine as well. On the celebrity side, Some of SA's most recognisable faces, TV presenter, Thuli Zulu; Rhythm City actress, Relebogile Mabotja; and Selimathunzi presenter, Kaos, donned white aprons to serve the children their hamburgers and ice cream. The highlight came after lunch, with YFM’s DJ Spu joining the festivities and entertaining the children.

The Outcome
The agency's media friends were out in full force, including the Sowetan; Soweto TV (leading story); SABC1; SABC Radio News; Channel Africa; and Kaya FM. ROI was not the objective, but the coverage was excellent and the agency appreciated the support of the media in highlighting this important issue – World Hunger.