Last June, ERA ran a campaign on TSF radio as part of the Global Media Group's "Causa'19" charity initiative, to which this radio station belongs. The aim of this initiative was to donate 19% of the value of the advertising campaign to the Food Bank's Emergency Food Network, raising a total of over €14,000.
In a statement, the head of the Food Bank stressed that "the Causa'19 initiative was very important because a media group managed to mobilise its customers in a sustainable development initiative".
The ERA Group helps companies become more robust and sustainable by optimising their costs. We decided to run this campaign to reinforce the message that we are committed to supporting companies, especially at this particularly difficult time. Causa'19 was an extra motivation for us to run this campaign on TSF, as we naturally identify with the purpose of this initiative.
In addition to ERA, other well-known brands supported this cause, and Global Media Group indicated that this support "aimed not only to help the Portuguese people through the difficult times of the pandemic, but also to support the maintenance of quality journalism."
In ERA's opinion, information must be valued and advertising revenue is essential to ensure the independence of the media. Rigorous, quality journalism is fundamental to any society, particularly democratic ones. The rigour and professionalism that characterise TSF are equally essential factors in the ERA Group's activity. Therefore, advertising on TSF was an investment that made perfect sense.
For ERA, journalism and journalists must be supported urgently to ensure the existence of serious, pluralistic information that is open to discussion. It was an excellent opportunity to support journalism and, at the same time, participate in a national solidarity cause. Thus, this was the ERA Group's greatest motivation in helping not only journalism, but also those in need of help in these challenging times.
