You FM embarked on a station wide campaign #LockdownWithYou. The key message of the campaign is 'we are with YOU' all the way throughout the lockdown and beyond. The goal is to position the station as a credible and relevant source of companionship to our listeners during these tough times. Keeping them engaged, informed, entertained as well as allay their fears and anxiety during the lockdown period.
It all started internally
You FM’s response approach to the Covid-19 situation began internally at a broader organizational level. A Covid-19 Committee was set up to guide YouFM and its sister companies in how to respond to the state of emergency and ultimately the lockdown. Key operational measures were taken — i.e. installing sanitizers at every point of entry, internal communications and training about other protective measures.
Communication remains pivotal, especially in times of uncertainty Covid-19 has taken everybody by surprise. And this created fear, panic, and uncertainty for most people. As a brand we took a safety first approach. Our point of view is that the need for information and communication is needed more now than before. In unchartered times like these brands need to be more human and show empathy and understanding in theircommunications and activities.
Radio as a companion
Our stance as a brand is to be an authentic companion to our listeners during the lockdown and beyond. You FM has become a credible and relevant source of information to the listeners by using the power of radio to unpack and own the narrative of “the new normal”.
In April, You FM On-Air personalities released a Brenda Fassie inspired Covid-19 awareness song packed with high spirits and positive messages. The song was launched on radio not only as a tribute to Ma Brrr but to inform people on how to stop the spread of Covid-19.
The song is sung by all of You FM presenters including lead singer Bonolo "Beesting" Molosiwa (host of YouBeforeNoon) and produced by Lerothodi "Towdee" Moagi from Morafe, also the host of the station’s Hip-Hop show. “Our listeners and South Africans in general are expected to adopt new behaviors and lifestyles; which is what inspired the song. It is a reminder that even during stressful times, music is an effective medium to spread a positive message, mobilize and give people the courage and strength to cope with the challenges they face. The #LockdownWithYou song delivers the COVID-19 message in an informative yet entertaining way and steers clear from amplifying the doom and gloom” said Moagi
The whole idea began during an on-air conversation with Pat Cash, Vibe, Sbingelelo and KamoGee [presenters on the breakfast show #YouAndTheBoys] suggested the station should have its own COVID-19 song; where they further unpacked the idea. This created excitement which was further amplified when Beesting joined the team to throw forward her show. She then mentioned that it would amazing if the team can produce a rendition of one of Brenda Fassie’s song, and then evolved into a song with Ag Shame Lovey being used as the cover.
The Covid-19 pandemic has seen the nation taking aggressive action against an invisible enemy that threatened our lives. “The song #LockdownWithYou is not a song for commercial gain but a vehicle to spread the message about what we all need to do during these testing times of the Covid-19 outbreak,” said the station's CEO Tebogo Pooe. The song was launched in April as part of the #LockdownWithYou campaign and has received nothing short of love.
Stay safe and enjoy the magic of radio. #LockdownWithYOU
Tune into You FM on 89.8-103.9 or via streaming on www.youfm.co.za or DStv channel 842
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