Kagiso Media Radio has indicated that businesses and advertisers who are struggling to stay afloat during the COVID-19 pandemic could qualify for some extra help.

According to the group, this year is proving to be a challenge for businesses big and small; while it's widely known that advertising through the hard times is important, the COVID-19 lockdown has left many businesses struggling to pay salaries and expenses.

Cash flow restrictions like this usually mean that advertising budgets are de-prioritised. In response to this, East Coast Radio and Jacaranda FM have introduced '#ECRGivesBack' and '#JacaGivesBack'.

Nick Grubb, chief executive at Kagiso Media Radio, says, "Our business has been built from the advertising spend of our clients — from large multinationals to small local store-owners." 

"We see it as our responsibility to be there for them when times are tough and do what we can to keep them afloat and uppermost in the minds of their markets," adds Grubb.

The stations have indicated that all registered and legal businesses that are facing financial, or any other, downscale because of the pandemic can apply.

Entities can visit the www.ecr.co.za or www.jacarandafm.com WIN pages and enter their details via 'ECR Gives Back' or 'Jacaranda Gives Back'.

Jacaranda FM acting managing director Vuyani Dombo says, "At Jacaranda FM, we pride ourselves on building communities for good, so while we are an essential connection to audiences in these uncertain times, we are proud to extend a helping hand to business as well."

The stations indicate that the advertising airtime could be used to communicate what businesses are doing to help communities over this period or to keep listeners informed on plans once the lockdown is over.

Boni Mchunu, managing director of East Coast Radio, says, "Our business is built on creating opportunities for our advertisers. We know the trading environment is tough and while we have the capacity to do so, we have made airtime available to support the advertisers that always support us."

Mediamark, the East Coast Radio and Jacaranda FM sales arm, is implementing on the campaigns and have processed hundreds of applications to date.

"Feedback by some of the successful applicants has been incredibly heart-warming and satisfying. Now is the time to give back to the businesses who form the lifeblood of ours," concludes Wayne Bischoff, CEO of Mediamark.

Applications will be decided on by a Kagiso Media task team. Businesses have until Thursday, 30 April to apply by visiting and applying.

For more information, or to apply, visit www.ecr.co.za, www.jacarandafm or contact [email protected].