YFM #DEFYTHEODDS

In April 2019, YFM launched a movement called #BeYou, which encouraged the youth of the country to change perceptions about themselves, to believe that they can change their immediate circumstances and revel in their ability to stand out. “Before you can tackle the world and its problems, identify who you are, what you stand for, and be proud of it. Be consistent with showcasing YOU in all aspects of life and be the success you are meant to be.”

With the same spirit and zest, YFM is taking their mantra #BeYou to the next level, now challenging themselves and their listeners to Defy The Odds. This declaration encourages the youth to refuse to cower to the extreme improbabilities presented to them but to do things differently, go for what they want, and to fight for their future.

YFM aims to further reinforce their positioning with the release of a new TVC starring the current daytime line-up; DJ Ankletap, Khutso Theledi, Nia Brown, and Mtho, and DJ Sabby. By sharing their own experiences, the YFM personalities continue to inspire, challenge, and entertain their listeners. A loud call to #DefyTheOdds is available everywhere, now. The TVC is flighting on ETV and available on all YFM platforms.

New to the 2019 lineup, YFM welcomes to the family: Kea Zawadi, Busisiwe Gumede, DJ Flax, Yvette Floss, and Lula Odaiba.

Duma Collective provide the radio station with Public Relations and Social Media & Influencer services. This involved conducting a media list, drafting a press release for the radio show, and gathering a social media army to amplify the broadcast.