Sunrise Radio has long been a beacon for the South Asian community in the UK, providing entertainment, news and music – but it’s also a platform for championing important causes. Since the late 1980’s, the station has shown huge commitment to spearheading fundraising and awareness campaigns for a range of charities, health issues and not-for-profit organisations – not least, the station’s inspired and unwavering support for Cardiac Risk in the Young (the only charity in the UK preventing young sudden cardiac deaths through awareness, screening for people aged 14-35 and research, as well as supporting affected families).
The partnership began in 2020 with the announcement that Sunrise Radio’s Managing Director Tony Lit MBE had been invited to take up the prestigious role of one of the charity’s Ambassadors.
Tony – a highly respected figure in the media industry and a well-known political campaigner for communities and social justice – had first approached CRY following the sudden death of the only son of a family friend from a previously undiagnosed heart condition. He was aged just 17 and was a fit and sporty young man, with his death sending shockwaves throughout his local community and beyond. As a father of 3, Tony was deeply moved by this tragedy and immediately and generously pledged, “whatever support Sunrise Radio and I can give personally, over and above, I shall do so.”
He added; “The responsibility of running an iconic radio service like Sunrise Radio goes far beyond being a source for entertainment, selling commercials and programming – we’re also relied upon for important community messages, news and information. It’s absolutely vital that we do our bit in society and support charitable organisations like CRY – as there can be nothing worse than losing a young life needlessly in our country in this day and age.”
The unique partnership kicked off with the launch of an incredible package of ‘free airtime’ (comprising ads, live ‘shout outs’ and regular interview and ‘talk’ content). The production team pledged to populate the airwaves with heartfelt, engaging and authentic interviews featuring CRY representatives and bereaved families, who have always been interviewed with such sensitivity and given a safe space to share their personal stories of loss – as well as hope for the future.
And, it was clear from the outset that Sunrise Radio’s platform would play a key role in helping to amplify these “voices”, bringing attention to the hidden dangers of undiagnosed cardiac conditions among young people and the positive steps being taken to prevent further tragedies.
For 5 years, the station’s involvement has gone from strength to strength. Sunrise Radio regularly features CRY’s events, such as awareness campaigns, regional fundraisers (celebrating the families behind these initiatives), as well as promoting its pioneering cardiac screening and research programme.
As just one example, a series of on-air mentions and ‘promos’ about a concert organised by Yorkshire based cultural organisation, Surabhi, helped to raise an incredible £8,000 for CRY!
One of the most memorable collaborations is Sunrise’s support of CRY’s annual Raising Awareness Week. Through social media content, freshly scripted on-air ads and interviews with families, Trustees, the charity’s CEO and prominent figures from the charity’s research team, there’s no doubt that Sunrise Radio plays a pivotal role in educating its listeners about the importance of the CRY’s work and its mission to prevent young sudden cardiac death.
At the start of Raising Awareness Week 2024, CRY’s Consultant Cardiologist, Professor Sanjay Sharma – one of the world’s leading experts in sports cardiology and inherited heart conditions – was invited back again to chat with presenter, Shabnam Sahi on the flagship morning show.
During the 20-minute interview (broadcast on Monday 25th November), which covered a range of insightful issues around CRY’s work – including the recent milestone of exceeding more than 300,000 young hearts tested by the charity – Prof Sharma explained to Shabnam:
“CRY is the only charity in the UK providing cardiac screening, on this scale. Sunrise is doing such an amazing job of raising awareness, through its partnership with CRY, and we are now seeing a real increase in young Asian people and their families attending our screenings – and we are now hitting the benchmarks we’d always strived for.”
The station has also pioneered its own fundraising efforts, such as their incredible 36 Hour Broadcast Marathon hosted by Anushka Arora in March 2021. The 36-hour broadcasting marathon featured music, ‘shout outs’, live interviews (with doctors, young people whose lives have been saved by screening as well as those who have suffered a bereavement) and regular reminders of why it is so important to support CRY. By giving airtime to these initiatives, Sunrise Radio has helped raise funds for CRY’s pioneering screening programme and vital research.
Sunrise Radio’s commitment to CRY highlights the power of media in driving social change. By championing CRY’s mission year after year, the station has not only helped to honour the legacy of lives lost to undiagnosed cardiac conditions it has also contributed to saving many others through awareness and early detection.
Dr Steven Cox, CRY’s Chief Executive, adds, “Young sudden cardiac death is indiscriminate – it takes young people, at the prime of their lives from every community and ethnic background across the UK. It is our duty – more so than ever, as we approach our 30th anniversary – to ensure we continue to have a strong voice in the British Asian community. Spreading our messages widely about the importance of cardiac screening, research and bereavement support.
“The support of the entire Sunrise team, coupled with Tony Lit’s generosity and vision, allows us to do this and we are all extremely grateful for this support over the past 5 years – as well as excited by the ongoing potential of this partnership.”
