Press Releases > Freeplay Launches Lifeline

2003-04-17
2003-04-17

Freeplay Launches Lifeline
- the first radio for developing countries -

The Freeplay Energy Group is launching the first radio produced solely for humanitarian use - the Lifeline Radio will be used in global communications projects to support children and adults. It will be integrated into programmes that respond to complex emergencies in developing countries or war-torn regions, as well as assisting in development campaigns such as health improvement and fighting the HIV/AIDS pandemic, or promoting agricultural activity and advancing economic progress.

To date, the Freeplay Energy Group, the pioneer and global leader in self-sufficient energy technology, has sold over 3m self-powered radios in the retail market. The company established the not-for-profit Freeplay Foundation in 1998 as a commitment to making radio information accessible and sustainable for poverty stricken communities. Although radio is the primary means of communication in the developing world, electricity is often non-existent and the high cost of batteries makes them unaffordable, especially for women and children. The Lifeline Radio offers a solution to this problem by providing sustainable access to energy and therefore information.

"The combined knowledge of the Freeplay Energy Group and the Freeplay Foundation is very powerful" said Rory Stear, founder and CEO of Freeplay Energy Group.

"We have a clear understanding of the technical and ergonomic requirements of such a product and the need for sustainability. We are confident that the Lifeline possesses the durability and the features necessary to exceed performance standards under the most extreme conditions. This radio will enable people to receive critical information that can prevent deadly diseases and provide educational instruction that could raise the poor out of abject poverty."

Features
Specifically designed with uncomplicated features and controls, both adults and children will find the product user-friendly. New bespoke features include a dial scale that is easily understandable, a winding handle that turns in either direction and the ability to use a piece of wire as an antennae, should the original break. In keeping with all Freeplay radio models, the Lifeline Radio offers both wind-up and solar power as energy sources.

Fully charged, the product can play for 24 hours. Robustly constructed, it is engineered to operate in the harshest of rural conditions and climates. The multi-band Lifeline Radio features AM/FM/SW1/SW2 and its powerful speaker and excellent audio quality allows for as many as 40 listeners simultaneously.

Usage
"There are up to 15m children who have been orphaned by AIDS or conflict in Africa, and these children are in desperate need of useful information and guidance," said Kristine Pearson, executive director of the Freeplay Foundation. "The inspiration for the Lifeline's design and unique features resulted from field research conducted with orphaned children in Rwanda, Kenya and South Africa, so we are confident that this radio will be an indispensable tool for this ever-growing group. The Lifeline Radio will offer a trusted voice every day, providing vital information."

The Lifeline Radio has already been committed to ten projects in Africa, Afghanistan and Katmandu including those sponsored by UNICEF, Voice of America, Takalani Sesame Street in South Africa and the Centers for Disease Control and Prevention (CDC) in Zimbabwe.

CDC Zimbabwe, as part of its HIV/AIDS assistance programme, supports the production and broadcast of the radio drama 'Mopani Junction', which targets behaviour change among youth and young adults. The organization has recently purchased several thousand Lifeline Radios for use amongst civil society and faith-based organizations:

"We are working with several partners to stimulate wide listenership to the radio drama, along with community-based discussion of the issues put forward on Mopani Junction," said Mark Fussell, deputy director of CDC Zimbabwe. "The Lifeline helps us to achieve this aim - not only is it easy to use, but it also requires very little maintenance."

Since 1996, more than 250,000 other Freeplay radio models have been used in at least 30 developing countries by organisations such as UNICEF, International Red Cross and DFID to aid poverty stricken communities and refugees.

"We have never lost sight of the immense potential of Freeplay products to change the lives of millions'" said Mr Stear. "With that in mind, we established the Freeplay Foundation, which has been able to assist thousands of people from Bosnia to Niger, Mozambique to Rwanda. With its unique key features specifically designed to meet the needs of its end users, the Lifeline Radio will take humanitarian work into the next era."

The Lifeline Radio is available to aid and donor agencies that support humanitarian projects but will not be sold commercially. Donors to the Freeplay Foundation for the development of the Lifeline Radio include Vodaphone Group Foundation UK, NASDAQ Stock Exchange, Body Shop Foundation and Anglo American Corporation.

-Ends-

For further information or photography, contact:
Jo Lowe/Kate Stretton at Splash Communications Tel: 01225 318 000, Fax: 01226 313 876 E: kstretton@splashcommunications.com

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