Red FM Mumbai’s breakfast show ‘Morning No. 1’ turns two this year. The station has decided to devote the occasion towards educating the children of Committed Communities Development Trust (CCDT), a trust that focusses on children from disadvantaged backgrounds, such as slums and red light areas of Mumbai. Red FM is supported in this initiative by exchange4media.com, Global Advertisers and Cinemax.
A special on-air programming line-up with children requesting songs on ‘Mera Wala Gana’, and having them as ‘Red Reporters’ on ‘Morning No. 1’ have been planned. Celebrity pledges supporting the initiative will be on air appealing to listeners to support the cause. Day-to-day update features will be aired on the collection and participation score of the listeners.
“It was a dream to do something for the children of CCDT ever since I first ran in a marathon for them in 2006. I was not sure if all of Mumbai would support me when I first thought of the initiative. The whole idea was not just celebrating our birthday with listeners, but it is about extending the happiness to these very special kids. I am very glad that we have received an overwhelming response from our listeners who have come ahead in full zest to help these kids,” said RJ Malishka, while talking about the week long initiative, ‘Red FM Bajaao for a Cause’.
Various outreach programmes have been planned by the radio station to maximise listener support for the campaign. Support boxes have been set up in various places for Mumbaikars to stop by and pledge their support for the initiative. Also, a Red FM branded Qualis will tour throughout the city, giving people an opportunity to sign on the Qualis and express their support. All the donations for the campaign will be utilised for educating the children.
To further the fun and excitement, former cricketer Vinod Kambli will be extending a helping hand for the children of CCDT and will participate in a special cricket match scheduled for August 2 this year. Two teams of children, captained by RJ Malishka and Vinod Kambli, will vie for the trophy of the special cricket innings.
Also, RJ Malishka will take the children to Cinemax on August 3 for a special movie screening, where the culmination of the whole event will take place, along with the gifting of the various donations and pledges that have been collected by Red FM. On this occasion Red FM’s COO, Abraham Thomas and RJ Malishka will also hand over a cheque of the amount donated by Red FM employees towards the cause to CCDT.
Commenting on the initiative, Abraham Thomas, COO, Red FM, said, “The ‘Red FM Bajaao for a Cause’ is our corporate social responsibility initiative. Red FM has always been socially conscious by being the ‘station for expression’, allowing people to raise issues that affect them. Our ‘Bajaate Raho!’ attitude has enabled us to touch a chord among our listeners. This time we are working with CCDT in Mumbai to give underprivileged children an education. We are overwhelmed with the kind of response that Malishka is drawing for the initiative; this obviously puts greater pressure on us as a station for expression.”