The campaign was launched just after NAMPO Harvest Day 2022 when OFM's breakfast programme The Good Morning Breakfast — during their 'word of the week' insert — discussed the term 'bakkie-arm'.

The new creation refers to the sunburn pattern that a driver of a vehicle gets due to exposure to the sun. With listeners' input, the team then decided that it was necessary to create a piece of clothing to protect against sunburn. They then also dubbed this '#BakkieArm'.

According to the station, listeners could purchase a '#BakkieArm' for a donation of R100 and so a considerable amount, also supplemented by OFM, was raised. In order to further market the campaign, '#BakkieArm' was also released as a song in June and the video for it has already been viewed around 40 000 times on YouTube.

With lyrics from the pen of Good Morning Breakfast presenter Shandor Potgieter, OFM sales and marketing manager Anchen Lintvelt and mixing by Bobby Johnson of Rebirth Music, SOYL's Bakkie Arm gets feet tapping, says the station.

OFM launched the '#BakkieArm' campaign to raise funds for Agri Securitas, a non-profit organisation that works to improve rural safety.

The radio station chose this organisation because Central South Africa represents the heartland of agriculture in South Africa. Chairman Cobus van Zyl says, "One hundred percent of this money goes to the trust that is used to help rural communities, which include farmers and their workers, across the country." 

Agri SA chief executive officer Christo van der Rheede, who is also one of the trustees, announced that the funds will be used to help agricultural organisations to ensure rural safety. 

"Crime is one of the biggest risks for the agricultural sector. This money is used for the purchase of cameras; setting up monitoring locations where teams must work together and the like. It also helps to prevent other risks, for example, the outbreak of fires and vehicle theft," adds van der Rheede.

Central Media Group CEO Nick Efstathiou says that OFM has been supporting Agri Securitas for two decades.

"Agriculture is very close to OFM's heart and it's good to be able to make such a difference. It is important for the company to contribute to the safety of producers and their workers as agriculture is an important sector. Many thanks to everyone who supported the campaign," Efstathiou concludes. 

For more information, visit www.ofm.co.za. You can also follow OFM on Facebook, Twitter or on Instagram.