South Africa, June 24 -- This past March, the 'A Million & Change' campaign, executed across Jacaranda FM and East Coast Radio, was the biggest and most instructive demonstration of how radio works, moreover why it is important, and how it has evolved to keep pace with modern lifestyle and media trends.

In the dynamic world of media and marketing, there's often a misconception that traditional platforms are simply "reach" vehicles. Those of us who know better have had to wrestle with the challenge of finding ways to demonstrate not only the enduring, but the growing, ways that our content and our platforms connect meaningfully with individuals and communities.

That was the challenge that motivated us to launch the biggest cash giveaway ...