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Radio promotion wows through laser-focused digital strategy

A look at how YFM received over 1 million competition entries during a global pandemic, and what the station did differently during lockdown to cater for its young market over that period.


Since March 2020, radio programming in South Africa has been dominated by all things Covid-19, and many broadcasting platforms found themselves having to pivot rapidly to keep their audiences engaged with topical information during a time of global uncertainty. From daily statistics to coverage on government’s ongoing response, and from features on precautionary measures to advice on how to keep yourself occupied - all media was Corona-media.


However, YFM's approach to their Youth Month campaign was strikingly different. 


As the country prepared to enter a nationwide lockdown amid the anxiety and fear of a global pandemic, YFM - a commercial youth radio station bas