‘Give joy, give a toy’

There’s nothing more heartfelt than a smile that creeps across a child’s face. Few things can compare to the gurgle of excitement and squeal of delight when little fingers touch a new toy for the first time.

East Coast Radio’s Toy Story with Game initiative has begun, aimed at giving a new toy to every child in government hospitals, state orphanages and crèches, and children’s homes that rely on government funding. For many of these little ones, these are the first new toys they would own.

Funds donated to the campaign will go towards buying food parcels for child-headed households in KwaZulu-Natal, to help see the children through the December holidays until school re-opens. For many of these children, a school-sponsored meal is their only guaranteed meal for tday. The food parcels will help them make sure they don’t go hungry during the long end-of-year school break. Each food parcel is valued at R350 and contains items that can feed a family of four to six for around five weeks.

Last year, East Coast Radio’s Toy Story with Game initiative touched enough hearts in KZN to inspire the donation of 43 000 new toys and R1.4 million in cash. Hundred per cent of these contributions went towards helping ill and underprivileged children across our province. The toys helped lift spirits and warm little hearts while the money bought 4 100 food parcels for child-headed households.

Speaking at the launch of the initiative at East Coast Radio on October 1, General Manager, Trish Taylor said, “Toy Story is a deeply meaningful project to us. With the help of our listeners and key partners, we are able to help the poorest of the poor in our community and make a real difference in their lives. East Coast Radio and Game, our key sponsors, are committed to building a better society for KZN.”

Ms Taylor also extended East Coast Radio’s heartfelt thanks and gratitude to the stakeholders who make this key social outreach programme possible. Now in its 14th year, the initiative is once again calling on the people of KZN to help make a difference; to warm little hearts and help lift spirits – to give joy, give a toy.

ECR presenter Zaba, who hosted the launch, described how her first toy, a doll named Sibongile, lit up her life and was her friend, companion and confidant. To this day, Sibongile still has a space in Zaba’s room. “Giving a new toy to a child who is sick in hospital and who has possibly never owned anything new in his/her life, is a great way to let them know that somebody still cares about them,” she said.

East Coast Radio’s Toy Story with Game campaign wraps up on December 17. As has been the tradition over the past years, the campaign will move to Newcastle on October 24 or a live outside broadcast, giving residents and businesses in Northern KZN the chance to physically donate toys or make donations.

The campaign’s Corporate Day Challenge moves to The Pavilion this year. Last year, the generous residents of KZN helped raise more than R1-million during the East Coast Radio Toy Story with Game Corporate Day Challenge.

Game’s Marketing Manager, Elisabeth Ric-Hansen, said “Game is delighted to be part of the East Coast Radio Toy Story campaign for our fourth year running. During this time, we have helped made it possible for 133 000 children across KZN to receive a new toy – and indeed give them joy for Christmas. Game would like to thank East Coast Radio for a successful four year partnership as well as our Game team across stores and in the offices in KZN. We hope this year will be the biggest year of giving toys for joy across KZN.”

You can help make a difference by donating a new toy or making a cash donation at selected Game stores or at East Coast Radio’s Head Quarters in Umhlanga. Cash donations can also be made online at www.ecr.co.za.

Make hope a reality by donating today. Give joy; give a toy.