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Taking place on Saturday, 17 October, at Thaba Eco Trails in Johannesburg, the family-friendly 5km walk and run forms part of Breast Intentions’ Give Hope. Fund a Scan campaign, which aims to improve access to breast cancer screening and support early detection.
The partnership brings together radio, experiential marketing and a fundraising initiative, using audience engagement beyond the airwaves to encourage participation in a health-related cause.
Every ticket sold contributes to the campaign, with the funds intended to help women who might otherwise face barriers to accessing mammograms.
Radio engagement extends beyond the airwaves
5FM will broadcast its 5 Weekend Breakfast show live from the event, with presenters Mike V, Palesa Lemeke and Aaron Masemola bringing the station’s programming to attendees and listeners across the country.
For the station, the collaboration provides an opportunity to connect its audience with a cause through an in-person experience, while using its broadcast reach to extend awareness beyond those attending the event.
Masi Mdingane, business manager for 5FM, says the partnership is intended to translate awareness into practical support.
“5FM is deeply committed to women’s wellbeing and to using our platform for real impact,” says Mdingane. “Supporting Breast Intentions is about more than awareness. It is about making a practical, meaningful and potentially life-saving difference for women who need it most.”
The event also reflects how broadcasters can use live activations to bring audiences together around shared interests and social causes, combining entertainment with fundraising and community participation.
Turning participation into access to screening
The Colour Run will feature a scenic trail, colour-powder stations, food and drink stalls, and DJ entertainment, with activities designed to attract families and participants of different fitness levels.
The fundraising target of 100 mammograms gives the event a defined outcome beyond attendance and brand visibility. By linking ticket sales to screening, the campaign provides participants with a direct way to contribute to the initiative.
Breast cancer awareness campaigns often focus on education, but access to screening is also an important part of the early-detection conversation. The partnership aims to connect public engagement with a tangible intervention for women in under-resourced communities.
Tickets are available through Breast Intentions and Thaba Eco Trails’ platforms.
For 5FM and Breast Intentions, the event combines the reach of radio with the participation of a community gathering, with the aim of turning a day of colour, music and activity into support for women’s health.