RamsayMedia’s MAD – and proud of it!
A great way for a publisher to make a difference is to give advertising space to worthy causes, which rarely – if ever – have the budget to advertise. And when non-profit organisations do have “spare” money, it hurts to spend it on anything other than serving beneficiaries and covering operational costs.
RamsayMedia understands this, which is why the company’s social responsibility division, “RamsayMAD” (an acronym for Making a Difference), made non-profit organisations the beneficiaries of the Ramsay Racer competition. This competition for clients and ad agencies offered three-quarters of a million rand in media space to the winners to promote their chosen charities.
Ramsay Racer participants competed for the fastest time in a game that tested competitors’ driving skills in a variety of vehicles on different terrains. Time bonuses were earned for knowledge of RamsayMedia’s brands (CAR, Leisure Wheels, Getaway, Wine, Popular Mechanics, Compleat Golfer and H&R) and their multiple platforms.
The top three scorers in each of three regions (Gauteng, Cape and KwaZulu-Natal) competed in a play-off for the ultimate prize – R250,000 worth of media space for their chosen cause.
FoodBank SA was one of three lucky causes to receive R250,000 worth of media space in RamsayMedia’s titles. This is thanks to Page Three Media, the company that nominated FoodBank. Page Three Media came to know about FoodBank through its client Engen, which has been a loyal supporter of FoodBank since its inception.
FoodBank fans in South Africa and abroad might have already spotted FoodBank banner ads on Getaway, Popular Mechanics and Compleat Golfer’s websites.
Sandy Immelman, who heads up RamsayMedia’s CSI projects, said the company identifies closely with FoodBank because food insecurity has a direct impact on education, amongst other things.
“Our CSI portfolio addresses the issue of local need. Our belief is that we need to address illiteracy, lack of skills and training, and environmental issues. These thread through all of our titles and are core to us as publishers. The Ramsay Racer competition is the perfect opportunity to raise awareness of good causes in an effort to help those doing this great work, and rally our readers to help them too.”
FoodBank is using the RamsayMedia space to promote the Fill the Gap Club, which has tiers of membership to suit all types of givers, from corporate members with the means to give R40,000 to fill the gap for a community, to individual members, who can comfortably afford to give R300 to fill the gap for one hungry person.
Check out FoodBank’s banner ads on www.PopularMechanics.co.za; www.Compleatgolfer.co.za; and www.HotelandRestaurant.co.za. And look out for the print editions of Getaway and Popular Mechanics in August and September for FoodBank’s print adverts.
Thanks to the MAD team at Ramsay!
