During CRY’s 25th Anniversary year we are very proud to announce that the UK’s largest Asian-specific broadcast media outlet- Sunrise Radio have selected CRY as their charity of the year for 2020.
“The responsibility of running an iconic radio service like Sunrise Radio goes far beyond selling commercials and programming airtime for me and my team. Sunrise is now in its 30th year of broadcasting to the South Asian community and over the years it has become much more than a service source for entertainment but is 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. There can be nothing worse than losing a young life needlessly in our country in this day and age. That’s why awareness campaigns like this are so important as we work together with CRY to save young lives and invoke real change in communities across the United Kingdom.”
The partnership will initially run for 12 months and comprise of spot advertising, community messaging, interviews and testimonials with CRY’s medical and policy experts and families affected by young sudden cardiac death. Strategic social media posts and video content posted on the Sunrise Radio YouTube Channel which also enhance the campaign.
Tony – a highly respected figure in the media industry and a well-known political campaigner for communities and social justice – 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 pledged, “whatever support Sunrise Radio and I can give personally, over and above, I shall do so.”
The emotional impact of the sudden, seemingly inexplicable death of a young person on their family cannot be underestimated. CRY offers emotional and clinical support following a young sudden cardiac death.
Screening to identify young people at risk is cost-effective when conducted correctly – the conditions can be treated, securing a future for those identified. All young people should have the choice to be tested.
CRY’s research programme gives us unique access to general population-based data, enabling comparisons between athletes, ethnicities and gender. Better understanding of what is normal for young people, can better identify and treat those at risk.
Awareness not only helps identify those at risk, but also ensures correct clinical practice when treating a young person with an inherited cardiac condition.
35p from every £1 spent goes to CRY’s cardiac screening services, to subsidise the cost and increase the availability for young people. This money combined with the money for research, goes directly towards saving young lives.
CRY’s research grants cover not only research into the prevention of young sudden cardiac death, but also interlink with CRY’s support support services and cardiac screenings. Through CRY’s research programme we are able to provide clinical support services in cardiology and pathology.
15p from every £1 spent goes towards raising awareness. Raising awareness includes providing posters and literature free of charge to anyone who requests them it; providing medical and support information to the public and medical practitioners, via social and print media; and providing up-to-date website information that is easily found via search engines such as Google.
It may appear that only 7p from every £1 spent goes towards support. However, support is also an integral part of everything else that CRY does. For example, money spent on research allows CRY to support families via a specialist cardiac pathology service – giving families important answers about the cause of death. All of the family members who have been trained to become bereavement supporters do this as volunteers. We currently have 22 bereaved family members (parents, siblings and partners) who are volunteers providing support to help other bereaved family members. The CRY Centre for Inherited Cardiac Conditions and Sports Cardiology also offers clinical support, through testing and safeguarding other family members following a death or a diagnosis of a condition.
16.5p from every £1 spent enables CRY to support fundraisers. This is through providing advice and materials; and also ensuring that any funds raised are correctly allocated, thanked and – most importantly – recorded as being raised in memory of a specific individual (where applicable). CRY strives to keep fundraising and governance costs to a minimum; and is also committed to transparency with regards to how funds are used, what initiatives / activities are ongoing and how the charity is achieving its aims. CRY is registered with The Fundraising Regulator and has also created a set of fundraising principles (found here).