It will also support PinkDrive's mission to provide free cancer screening services to communities lacking access to medical facilities, according to the project. 

"The PinkDrive does amazing work in South Africa and Primedia Cares and 947 want to amplify and accelerate these efforts as we join forces to make a meaningful impact on gender cancer awareness and multiplying screening services across the country. The message is clear: Taking action today by getting screened could mean more tomorrows," says Trish Taylor, Primedia Cares's executive.

According to the provider, Gauteng will see splashes of pink as 947 and PinkDrive’s iconic Pink Trucks take listeners on a cancer awareness journey. The campaign will incorporate sporting events, entertainment platforms, competitions, advertising and messages of courage from those still fighting, and in memory of those who have passed. 

“947 is excited about this partnership as we understand the importance of early detection for gender-related cancers. Early detection can be the difference between life and death, and bringing professional screening services, through the PinkDrive, to communities that don’t have such access, is one of our most important priorities in this partnership between 947 and the PinkDrive," says Anele Mdoda from 947. 

The PinkDrive campaign was launched on Thursday, 6 June, during the Anele And The Club morning drive show. It will encompass twelve months of focused messaging to increase awareness of breast, cervical, prostate and testicular cancer, says the station.

According to the partners, cancer is a growing national health and socio-economic concern. Over the past 30 years, cancer incidence in sub-Saharan Africa has doubled, with cancer deaths in the region expected to rise to one million per year by 2030.

This trend underscores the urgent need for increased awareness and early detection. The rise in cancer incidents, high mortality rates and the significant morbidity experienced by cancer survivors demand immediate attention.

The partners add that South Africa continues to face significant disparities in healthcare access. Rural and peri-urban residents struggle to access basic healthcare and screening services. High unemployment, lack of economic means to reach distant medical facilities, non-functional equipment and general lack of education on cancer screening all contribute to the low uptake of early screening.

"PinkDrive aims to address this crisis with its unique mobile cancer screening units. They contain state-of-the-art screening equipment managed by specialised medical personnel who are empathetic to the difficulties experienced in the community and how to address issues in local languages at various education levels allows us to have a measurable impact on our beneficiaries. With support from 947 and their listeners, we can reach more people in more areas," says Noelene Kotschan, CEO and founder of PinkDrive NPC.

"Reaching these communities with adequate staff and resources is a mammoth undertaking, and partnering with 947 and reaching their listeners and corporate South Africa will ensure our services continue in the communities we support," concludes Kotschan.

For more information, visit www.primediabroadcasting.co.za. You can also follow Primedia Broadcasting on Facebook or on X.

*Image courtesy of contributor