This pledge has resulted in a 30 minute "Give a Gift to Madiba" TV commercial that has been produced to raise funds for the Nelson Mandela Children's Hospital (NMCH). This hospital will be the former President's long-lasting legacy.
Industry expert and member of the NMCH capital campaign strategy team Andy Rice was among those who helped make the concept a reality. "We approached icons Graça Machel and Archbishop Emeritus Desmond Tutu, who are chairperson of the hospital trust and patron respectively, to record the PSA. TV and radio stations, as well as print publications were approached to broadcast and publish the adverts to raise awareness about the fundraising drive for the hospital," said Rice.
The advert opens with Nelson Mandela's voice highlighting the plight of child healthcare on the African continent and Ms Machel ends with call to action and how everyone can donate towards building only on the fifth dedicated children's hospital in Africa.
Mkhabela thanked the media for their support in helping to make the hospital a reality. "We are humbled and overwhelmed by the support media have given to this ambitious project that Tata has asked for and we look forward to breaking ground in November this year," she said. "This hospital will be the realisation of a dream for Madiba, and will benefit all children of sub-Saharan Africa from when it opens in 2014, and for generations to come."
The ad will be seen on e.tv and M-Net channels. SABC TV channels also flighted music videos of two songs recorded by local musicians to celebrate Madiba's birthday in July. Radio stings will feature on Capricorn FM, MPower FM, Kaya FM, YFM, as well as Radio 2000. The print ad was published in City Press for two weeks and on their website, as well as international medical journals published by MedSpec.
To make a donation to the Nelson Mandela Children's Hospital visit www.nelsonmandelachildrenshospital.org.
