Gqeberha – Friday, 7 November 2025 – trufm, the Eastern Cape’s youthful voice of culture and identity, has officially launched its summer campaign “Nguwo Nguwo Ngumgidi” in proud partnership with Vodacom.

The campaign celebrates the vibrancy of Umgidi season, one of isiXhosa culture’s most significant traditions that marks the transition of young men into manhood and brings families together in joy and unity. Through this collaboration, trufm continues to champion authentic storytelling that connects modern youth with their heritage.

Running from 7 November – 12 December, Nguwo Nguwo Ngumgidi forms part of trufm’s ultimate summer line-up. The campaign features prominently during trufm’s popular Culture Tuesdays segment on truDrive with Thembela “King Booi”, Sethu Booi, and Sanele “Seyda” Nongauza, joined by cultural contributor Tata uTyatyeka and prominent cultural experts in the Eastern Cape region. Listeners can expect engaging discussions on lived experiences surrounding Ulwaluko (initiation) and Umgidi (the celebration), featuring insights from initiates, parents, and community elders.

Each week, trufm and Vodacom will spotlight two families across the Eastern Cape preparing to host their Umgidi celebrations. Listeners are encouraged to vote for their favourite stories via SMS, with Vodacom rewarding four of the most inspiring families for sharing their journeys of pride and unity with a R20,000 cash prize each.

In the true spirit of ububele (kindness), trufm will adopt one of the featured Umgidis — bringing gifts, love, and celebration to that community. Joining the festivities is the Umgidi Choir, winners of the Gwijo Competition at the Mandela Bay Arts Festival, whose powerful voices feature in the campaign’s promotional theme.

“trufm has always been more than just radio,” says Loyiso Bala, trufm Business Manager. “We are the youthful rhythm of the Eastern Cape, the sound that carries our people’s stories, culture, and pride. Nguwo Nguwo Ngumgidi is about celebrating who we are loudly, proudly, and joyfully.”

Follow the journey on trufm:

• Mondays: Family match-up announcements
• Tuesdays: Nguwo Nguwo Ngumgidi Culture Tuesdays
• Fridays: Weekly winner reveals
• Wednesdays: Live on-air cheque handovers

Join the conversation on social media using #NguwoNguwoNgumgidi and celebrate a summer of unity — powered by Vodacom, celebrated by trufm, inspired by our culture.

Competition Terms and Conditions: www.trufm.co.za

Follow trufm:

• Facebook, Twitter, Instagram – @trufm
• TikTok – @trufmza
• Listen via SABC Plus & DStv Channel 816 (Audio Bouquet)

ENDS

Media Enquiries:

Issued By: Group Communications

Media Enquiries: Mmoni Ngubane (Head of Communications)

NgubaneMV@sabc.co.za  | T. 011 714 3057 | C. 073 688 1590