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11 January 2023

Blog: Radio, bringing people together for Christmas

Christmas in 2022 was for many, a challenge. It’s why at Bauer Media we wanted to make a positive impact on the lives of our audiences, who may have been struggling during the festive period.

Looking back on a December that concluded a year of challenges, we wanted to help as many people as possible. On Christmas day, a day which for most is a joyous celebration but for some a reminder of loneliness, several Bauer radio stations united for a unique broadcast called Christmas Together. In partnership with the government’s mental health initiative Every Mind Matters and Bauer’s Where’s Your Head At campaign, the special show united listeners across the UK over Christmas lunch for a three hour interactive broadcast, helping provide companionship and entertainment to those who may be feeling lonely. Celebrity guests including George Ezra and Mo Gilligan called in for some festive fun, whilst important mental health tips and resources were shared through Better Health-Every Mind Matters.

Hosted by Steve Furnell, Christmas Together broadcast across The Hits Radio Network, which reaches 6.6m listeners every week. Research shows that radio keeps 84% of people in the UK company, which is why it’s such an important medium of support for anyone who may be feeling lonely or isolated. Tips and resources provided by Every Mind Matters focused on helping listeners lift someone out of loneliness, encouraging small acts of kindness. Hear how this was brought to life on the radio:

The show saw a huge spike in streams and visits to the Christmas Together website hub as listeners across the UK united for lunch, all connected through the intimate medium of radio.

One of, if not the most, special things about radio is this intimacy – it’s something no other media can create. The unique relationship between station, presenter and listener is personified with Bauer’s Cash for Kid’s Mission Christmas campaign. The largest Christmas toy appeal in the UK saw listeners and partners help raise over £14million which meant more than 286,000 disadvantaged children woke up to a visit from Santa this Christmas. The generosity of Bauer’s audience helped bring smiles to thousands of households and we’d like to say a huge thank you for their continued support for Mission Christmas.

We always say – and our listeners tell us – that radio is a friend in the corner of their room. This campaign proved how true that statement really is, with radio being there for people who needed it most.