ASTRAL RADIO HELPS 'BREAKFAST CLUBS OF CANADA' TO SHINE
'HELP THEM SHINE!' CAMPAIGN RAISES $2.9 MILLION
A tremendous success for Breakfast Clubs of Canada in partnership with Walmart Canada to exceed their goal of $2.5million by raising $2.9million during the 'Help Them Shine!' campaign that took place February 16 to March 11, 2012. Funds raised go to support and launch new in-school breakfast programs. Astral Radio executed a customized Media Creativity program in 12 markets on 28 stations across Canada. The collective participation of all the radio stations supported the initiative to create awareness and promote the annual fund-raising with the help of spokesperson Arlene Dickinson (of Dragon's Den fame) - link to audio clip. Listeners were encouraged to buy $1 bookmarks at their local Walmart store. This included PSA's, live mentions/liners, interviews, remotes plus station website special event sections, digital ads & e-newsletters. In addition, other generous sponsors directed a portion of sales during the campaign.