About Us

The ABF has grown out of the need to grant short term assistance to those associated with the business of advertising who find themselves in extreme difficulties through illness, accident, loss of support of the 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 over 400 families - total funds given towards grants in aid is just under R8 million.


Assistance is given by way of payment to meet short term crises such as rent, medical expenses and food. The main concern at the ABF is always to safeguard shelter and to provide food and essential needs, in that way 'bridging-the-gap' by giving short term assistance until most of the problems are overcome.

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

In certain cases the ABF has provided aid such as a wheelchair, leg callipers, etc. Where needed, the cost of special nursing services has been met by the ABF. Supply of food has been ensured where there is simply no money available to buy this essential.

The ABF has been fortunate in obtaining the services of qualified social workers who assist infinitely in providing advice and putting these people in touch with the appropriate authorities, where outside bodies can help.

How does it work?

We have a validation committee headed by the current acting ABF president John Bowles. We meet on a monthly basis to re-assess every single current application or client.

Two social workers conduct monthly interviews with each client and also carries out home visits to make sure the information supplied to us is correct. The ABF evaluates each client in detail on a regular basis to decide if we can, or should, be helping that person in a different way, and also to make sure we always stay in touch them and know their most current circumstance.