Radio network Big FM recently concluded its purpose-driven campaign ‘Together against cancer’ by raising a donation of over Rs 13 lakh from across the country. The month-long campaign in association with Indian Cancer Society was spearheaded by Big RJ Abhilash from Mumbai.
The campaign culminated on a successful note by garnering an incredible reach digitally and across social media platforms of the brand. The initiative was aimed at raising actionable awareness and funds for those fighting against cancer during the on-going pandemic.
The current year has been extremely testing for everyone, but more so for those battling the dreadful disease as financial aid and timely treatment has posed a challenge. In order to help families of those facing troubles owing to the pandemic, Big FM in association with Indian Cancer Society had launched the initiative. Led by RJ Abhilash, it received strong support from other Big RJs from across the country like RJ Jassi from Delhi, RJ Pradeepa from Bangalore, RJ Grace from Hyderabad, RJ Aaliya from Guwahati, RJ Shaina from Kanpur, RJ Nilanjan from Kolkata among others. Each RJ championed the cause from their respective regions and helped in raising funds while encouraging everyone to do their bit for the cause.
Taking its endeavour of raising funds for the campaign a notch higher, Big FM conducted a fund-raising live concert with singer Sunidhi Chauhan on BookMyShow, which was hosted by Big RJ Khurafati Nitin. The digital concert received immense support and love from the audience and the proceeds were contributed to the Indian Cancer Society. To spread the message far and wide, the radio network created a miniseries of motivational podcasts with cancer survivors and achievers like Deepa Malik, Padmashree Khel Ratna Arjuna Awardee and the first Indian woman to win a medal in Paralympic Games, Shivani Charak, India’s top woman sport climber and Ranjeet Kumar, CEO, Team Pumpkin who extended their support by sharing their experience through the difficult times. These podcasts were amplified across 10 + leading audio streaming partner platforms reaching out to over 10 million listeners.
Sunil Kumaran, Country Head, Product, Marketing and Thwink Big, Big FM, said, "At Big FM, we have always tried to leverage our platform’s extensive reach to help make a difference in the society. Together Against Cancer is an initiative which we have immense belief in as we know and understand the struggles that cancer patients have been facing specially during these trying times. We are glad to have done our bit to help ease their difficulties in our humble manner and we hope to continue to forefront more such purpose-led initiatives. We would like to thank the Indian Cancer Society for joining hands with us for this campaign."
Naveen Kshatriya, Secretary and Managing Trustee, a spokesperson from the Indian Cancer Society, said, “The pandemic certainly made things difficult for everyone but especially for the cancer patients. We are glad to have associated with Big FM who took a concrete step to help them. We would like to thank all the Big RJs who helped spread the word and encouraged everyone to donate for the cause. We are glad we will be able to help many cancer patients from the donations we received. Importantly, we were able to create higher awareness about cancer and how to remain two steps ahead of it.”
Music partners for the digital concert by Sunidhi Chauhan were Sony Music and MWM Entertainment and the performance rights of the concert were by IPRS - Respect Copyright| Encourage Creativity. The initiative was extensively promoted on-air and across the network’s social media platforms.
Indian Cancer Society was established in 1951 by Dr. D.J. Jussawalla and Naval Tata. ICS is India’s largest and oldest non-profit working towards cancer. For almost 70 years, it has worked in the area of awareness, screening and detection, cure, rehabilitation, survivorship, creation of a cancer registry and cancer education across India.