Cinemark continues to support the ABF

Cinemark has provided the ABF Vital Support Fund with R50 000 worth of sponsorship and again included its brand with those who already support the organisation.
"We are committed to supporting the ABF Vital Support Fund in any way that we can. It has been looking after people in our industry for 41 years and we feel that supporting it is a worthy cause and one that need not be justified," says Lynne Wylie, Cinemark's marketing manager.

"South Africa, and especially our industry, has been hit hard with retrenchments over the past two years and demands on the ABF are ever increasing. With this in mind, it is time that our industry steps up and looks after our own," she adds.

The ABF has grown out of the need to grant assistance to those in and associated with advertising who find themselves in extreme difficulties through illness, accident, loss of support of a breadwinner, and unemployment.

There are indeed few people in agencies, media and advertising services who are not vulnerable. Medical aid schemes don't always fully cover the costs of major surgery, treatment of terminal diseases and nursing services. Since its establishment in 1969, the ABF has helped many families to face a sudden crisis that has afflicted them.

"Cinemark continues to help and support the ABF in all manners possible," says Sharlene Vallance, ABF vice president. "It has provided sponsorship in the past, as well as the use of its cinema venue to us free of charge for our AGM. We are proud to have a very good relationship with the company."

The ABF Vital Support Fund provides assistance by way of payment to meet crisis demands such as rent, medical expenses and food. The main concern is always to safeguard shelter and provide food and other item essential need items. "By doing this, we are able to bridge the gap with short-term assistance until most of the problems are overcome."

Each case is therefore carefully considered with these requirements in mind. The ABF arranges for outside sources of help wherever possible, such as disability grants, pensions and other grants in aid thus spreading the financial load.

"The ABF has been fortunate in obtaining the services of qualified social workers who assist in providing advice and putting these people in touch with the appropriate authorities," adds Vallance.

The media sponsorship is available for sale immediately. For more information, contact Sharlene Vallance at

The ABF is a non-profit organisation helping those in the advertising, media and allied industries that have fallen on hard times. Amongst its many contributions, the ABF, in conjunction with Lifeline have a dedicated 24/7 call centre line for people in the Advertising, Media and related industries who need counselling or treatment for stress, HIV/AIDS and substance abuse problems. The ABF also provides study in the field to deserving, underprivileged students with institutions the AAA.

31 May 2011 14:13