There is a difference between reaching an audience and being able to move one.
Every October, OFM’s PinkTober campaign demonstrates what can happen when a radio station has built a relationship with its audience that extends well beyond the airwaves.
This year, OFM is once again turning Central South Africa pink, expanding its annual PinkTober campaign across the region with an ambitious R1 million fundraising target in support of CANSA and Reach for Recovery.
At the heart of the campaign is Bowling for Boobies – a wonderfully irreverent concept built around an incredibly serious cause. Rather than simply asking listeners to donate, OFM creates something people want to be part of: a fun night out with friends, plenty of gees and a shared opportunity to make a difference.
And this year, that opportunity is being taken even further.
Nine Bowling for Boobies events will take place across Central South Africa, reaching communities from Bloemfontein and Welkom to Bethlehem, Potchefstroom, Vanderbijlpark, Klerksdorp, Vryburg, Hartswater and Kimberley.
It is this scale that makes PinkTober particularly significant. OFM serves a vast footprint spanning the Free State, Northern Cape, North West and southern Gauteng, yet campaigns such as this can make communities across that geography feel part of one shared experience.
And OFM has already demonstrated what that connection can deliver.
In 2025, OFM listeners helped raise R1.2 million for CANSA – a powerful demonstration of an audience prepared not simply to listen, but to participate and act when their station calls on them.
Reach tells you how many people a media platform can connect with. Campaigns such as PinkTober demonstrate something more difficult to quantify: trust, affinity and the ability to mobilise an audience.
What OFM does particularly well is make that mobilisation feel inclusive. PinkTober isn’t confined to one major city or one flagship event. The station takes the campaign into communities across its footprint, giving listeners throughout Central South Africa an opportunity to participate.
And it does so with personality.
Breast cancer is a serious subject, but Bowling for Boobies creates an accessible, energetic way for people to rally around the cause. The fun doesn’t diminish the purpose; it gives people a reason to show up for it.
OFM Marketing and Sales Manager Anchen Lintvelt says the expanded campaign is about increasing both participation and impact: “This way we will be able to raise more, donate more, and help more.”
That philosophy sits at the heart of PinkTober. It is not simply about turning Central South Africa pink. It is about turning awareness into participation, participation into fundraising, and fundraising into meaningful support for people affected by breast cancer.
For brands looking to connect meaningfully with consumers beyond South Africa’s major metropolitan centres, PinkTober offers a compelling reminder of the role regional radio can play.
OFM doesn’t simply reach Central South Africa. It brings Central South Africa together – and when it asks its audience to show up, they do.
For more information, contact Candy Dempers, Commercial Manager, Algoa FM and OFM
