Astral rallies radio listeners to raise $7 million

Astral Media's first national Caring for Kids radiothon synchronized its assets for higher fundraising transmission strength.

Astral Media held its first national Caring for Kids radiothon yesterday, raising money for 20 children’s hospitals and health care facilities. In previous years, regional Astral stations held their radiothons on different dates. Interested in using its cross-Canada reach, this year the media co coordinated 50 of its radio stations for the one-day fundraiser.

From 6 am to 6 pm (local time), on-air talent interviewed sick kids, their families and doctors about their personal experiences, and encouraged listeners to donate online at the radiothon microsite. The collective effort has raised $7 million so far, and Astral will announce the final results on Monday, May 4.

The advertising campaign, developed by Bos in Montreal, began early April with PSAs running on Astral Media radio stations, TV spots and OOH ads on street furniture in Montreal, Ottawa and Toronto.