Focus: Corporate Responsibility - Side by side

Since the launch of Premier Radio's partnership with the Children's Society in May, Premier's listeners have raised funds to buy more than 1,000 emergency kits for children who sleep rough.

CLAIRE SOUTHALL, CAMPAIGN LEADER, PREMIER CHRISTIAN RADIO

The Children's Society was elected as our charity of the year because of its strong Christian ethos and dedication to children. Work on our Big Bag appeal partnership began almost immediately. The Children's Society came into our office with a satchel containing food, toiletries and warm clothes, all the essentials for a child spending a night on the streets. After a series of meetings, our radio presenters succeeded in raising awareness and funds for the Children's Society Big Bag campaign on air. Within six weeks, we'd raised £15,000 - enough to stock and distribute 1,000 Big Bags.

This is a wonderful beginning to our year-long campaign together, but our partnership stretches beyond funds and awareness. Our chief executive, Peter Kerridge, will be training a group of underprivileged children who have an interest in radio and the media. They will get the chance to work alongside Premier staff and learn how to become radio presenters or producers. With their new skills, the children will create a radio show of their own, to be broadcast on Christmas Day.

MICHAEL HORSLEY, CAMPAIGN PARTNERSHIPS MANAGER, THE CHILDREN'S SOCIETY

We had worked with Premier Christian Radio on short-term projects, mostly promotions of our Christmas events that can involve co-ordinating up to 5,000 churches. Things really got moving between us when we were invited to become Premier's charity of the year in May.

The Children's Society was impressed by Premier because it has a very loyal and active audience, unlike most commercial radio stations. As a Christian charity, we wanted to reach out to new supporters and churches that are not currently part of our donor base.

Premier's listeners come from all different age groups, denominations and ethnic backgrounds. It seemed the perfect partner to help raise awareness of the Children's Society.

Premier's sense of corporate responsibility is an extension of its Christian responsibility to the community, so our experience of the company so far is as much about the individual staff member striving to help the Children's Society as it is about the radio station as a whole.

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