The initiative was founded in 2008 by Urban Angel and in 2009 e.tv selected Angels Walking for Cancer as one of their CSI projects for 2009/2010. e.tv has been the media sponsor for the campaign since 2009 and Weet-Bix is the official sponsor for the 2011 campaign.

Weet-Bix Brand Manager Khosi Ngema, says: “Weet-Bix has been in partnership with the Cancer Association of South Africa (CANSA) in the fight against cancer since 2009 through educating the public on the benefit of living a healthy balanced lifestyle to reduce your cancer risk. The three pillars of a healthy balanced lifestyle are- Nutrition, Exercising and Weight. It is only defining that Weet-Bix supports Angels Walking for Cancer and continue advocating eating smart to help reduce the risk of cancer.”

This year’s campaign will take place in both Johannesburg and Cape Town. Johannesburg Zoo will host the walkers on 7 August, and the Cape Town event will take place later this year.

The fundraising initiative, which takes place between 08:00 and 13:00, comprises of a 4km fun walk. Each venue will set up a Healthy Living Village where the public can get information about cancer and have their important queries answered.

To further support the campaign, e.tv devised a fully fledged marketing campaign that involves on air promos, print ads and billboards. The call to action on air promos, supported by an innovative billboard campaign, will be rolled in August and September.

e.tv Group Head Marketing Communication and CSI, Michelle Kirby says, “e.tv is proud to be associated with Angels Walking for Cancer. We are concerned about the increasing rate of children affected by cancer and the fact that very few of them can afford proper treatment. It is becoming increasingly vital to join forces in the efforts to fight cancer. We are hopeful that this year’s campaign will go a long way in creating a stronger awareness about cancer.”

Actors and presenters from across all e.tv programs will serve as campaign ambassadors and increase awareness about the campaign. Television personalities such as Scandal’s Lorcia Cooper (Erin), Dawn Matthews (Shakira), Nthati Moshesh (Morongwe); Rhythm City’s Pam Andrews (Gail October), KB Motsilanyane (Lucilla Vilakazi); eNews’ Iman Rappetti, Sindi Mabe, Derek van Damme, Tanya Nefdt, Lance Witten, Andrew Barnes and Sheharazade Safla; Kaelo stories of Hope presenter Joel Zuma and Craze presenter Lee-roy have pledged their support.

The funds raised in this year’s campaign will be used to buy broviacs to supply to children’s oncology wards in government hospitals. Broviac catheters are used in place of needles, they are temporary IV lines placed in a child’s chest and are used to give the children medicines, blood transfusions, blood tests, fluids or nutrients and chemo.

The Cancer Association of South Africa‘s “Tough Living with Cancer” programme is the 2011 beneficiary

It will cost R 80.00 for adults to take part in the walk and children under 15 will have to pay R40.00 to take part.