Smile 90.4FM becomes a trusted source for information in the midst of a global pandemic

As the scale and severity of the COVID-19 pandemic continues to escalate across the world, we are all being inundated with fake news and misinformation on social media and private groups, sending fear and panic rippling through communities who desperately need a reliable, credible source of news.

Smile 90.4FM’s programming style of positivity and hope in the ‘Mother City’ and their positioning as the ‘amplifying the good news’ station means that the Cape Town-based radio station are uniquely positioned and already geared to provide comfort and clarity to their community during a daunting period. This offers them the opportunity to cut through the noise and quickly establish themselves as a trusted voice at a time when the need is crucial.

A new status quo calls for new approaches

Empowered by the Fabrik suite of software applications since 2016, the station had provided their closest listeners with a mobile app in which they could send and receive direct messages with the station, as well as listen to podcasts and the live broadcast – wherever they were.

Since launch, the platform’s direct messaging functionality has helped the station become closer with their audience. With a broadcast message, all app members receive a push notification immediately alerting them about a new competition, survey or call-to-action – leading to rapid response and healthy engagement from Smile 90.4FM’s most loyal listeners. And by empowering listeners to send the station voice notes and text messages, the app gives every listener a fair shot at having their opinion heard without the burden of a big phone bill for SMSes or phone calls.


The messaging functionality within Smile’s mobile app keeps the station close to their audience
The messaging functionality within Smile’s mobile app keeps the station close to their audience

During this particular phase of uncertainty, Smile stepped up to the opportunity of being of service to their audience.


Through a dedicated messaging channel within their mobile app, they supplement news broadcasts with timely, relevant and factual COVID-19 updates that contain an added focus on the Western Cape province.

The dedicated COVID-19 channel within Smile’s mobile app