On air, it all started with Greg saying that it would be awesome for the team to head out to the beach in December, which then led to the idea of throwing a Frisbee there. The rest of the team and 947 management believed this to be an impossible task, citing finances as the major obstacle.

That’s when Everysun jumped on board with a Tweet and call saying, 'Hey @947, we just listened in and this sounds like a moment in the sun we can get behind. @947 let us know if you’d love to have us involved guys!'

Of course, the 947 team was elated and the answer was a resounding 'yes'! Everysun was keen to get involved to have some fun this summer but also to remind the public about the importance of sun care protection during the holidays and all year round.

From there, it was all about the Frisbee. The team was coached by Paul Nussey from the WITS Ultimate Frisbee team (yes, it’s a thing) and embarked on a series of outings to practice their throwing techniques and to get things going.

They threw said Frisbee from the top of bungee tower in Fourways and attempted a throw from the big wheel at Gold Reef City. We then took it to a local primary school where kids received essential suncare education from Everysun, got involved in a mini Frisbee-throwing competition, and even got to meet the 947 team.

But this wasn’t a task for the team alone. They called on the South African public to add their muscle to the challenge, which resulted in a family calling in to offer them a lift to Durban, as well as East Coast Radio putting up its hand to add their efforts down in Durban – impressive for a radio station with no affiliation to 947.

Then it was time for the official 'Everysun Frisbee Rally' to begin. Step one was throwing the Frisbee over seven kilometers from the 947 offices in Sandton to hand it over to the participating family in Randburg.

No, we don’t mean throwing it in one go, though that would be pretty impressive – we needed the help of the public to get in on the action and keep it going. The family then drove Greg and the Frisbee to the East Coast Radio studio in Durban, with Greg spinning it on a home-made contraption all the way (legit!).

A Durban-based family took ownership of the Frisbee to look after it for the night before joining the 947 and East Coast Radio teams the following day to throw the Frisbee down to Umhlanga main beach. This again included the public, as well as a marching band from a local high school – because why not?

While in Durban, the campaign was extended to include a full day of activity on the beach, giving out Everysun sunscreen samples and playing a range of Frisbee challenge games with the public.

There was even a mermaid who had washed-up on the beach and attracted a lot of interest from young and old alike. Both 947 and East Coast Radio did live broadcasts from the beach and played their part in making it a spectacular day.

Pulling this campaign off required quick, clever thinking, pulling in favours from our network and some serious agility. It’s a great example of brands working together to achieve a common objective and being flexible enough to make it happen in a very short space of time.

For more information, visit www.besalt.co.za. You can also follow Be Salt on Facebook or on Instagram.