Primedia Outdoor is helping to bring smiles to the faces of South African children in need of reconstructive surgery through a donation of R350 000 worth of outdoor advertising to the Smile Foundation.

The donation will allow the Smile Foundation to run an educational Rank TV OOH campaign to reach out to the parents of children in need of reconstructive surgery.

Over the past 17 years the Smile Foundation has helped more than 2500 children and has grown from being active in only one academic hospital in Gauteng to operating from 11 academic hospitals across five provinces.

Said Hedley Lewis, CEO for the Smile Foundation, “Our mission is to positively transform children’s lives by assisting as many children as possible in need of reconstructive surgery.

“Our strategy with this campaign is to create awareness within the communities and encourage parents / guardians to step forward and contact us so that we can assist them. We are trying to reach out to people who are not on medical aid, people who need our help. RANKTV is an incredible medium for reaching the masses and creating much needed awareness.”

Rank TV is a South African outdoor commuter channel with large LED (and LCD) screens situated in over 12 sites, nationally. With a viewership of around 2 million a month and programming aimed specifically at the day-to-day public commuter, the platform operates as a channel for the people, through vibrant local content that is relevant to a specific community.

“We are delighted to be able to help the Smile Foundation to reach members of the community who might not know that this kind of assistance is available to them,” said Dave Roberts, CEO at Primedia Outdoor. “RANK TV is an incredibly powerful medium to get a message across in communities and we feel positive that the Smile Foundation will achieve their aim with this campaign.”