South Africa, Oct. 27 -- On 1 October, I sent that to the management team at 919fm, a community radio station based in Sandton.

I've been assisting 919fm with brand strategy and social media since it rebranded in August 2023, and with a new sales team on board, it seemed like the right time to put this idea forward.

At the time, it seemed very risky.

There's clearly a lot of money in advertising for betting brands. As a smaller player in a very competitive market, saying no to that kind of revenue didn't make sense.

One member of the team pointed that out, quite rightly; money is money, after all. The board backed me, though, and the decision was made.

For months, I'd been watching the national conversation around gambling shifting o...