Our Work - We are what we repeatedly do. Excellence, therefore,
is not an act, but a habit.
- Aristotle
Department of Water Affairs & Forestry : Wash Campaign
Be HEARD, Be SEEN Be KNOWN...
The brief
To reduce Cholera and Typhoid deaths in rural areas by educating the target audience on hand washing using PR & direct marketing.
The client sought a service provider who could:
Delivering a Solution
Key challenges
Solution Highlights
Developed a comprehensive integrated public relations, communications and media campaign focusing on rural media to reach the most marginalised areas in Limpopo, Mpumalanga, Kwa-Zulu Natal and Eastern Cape - with a key message including profiling the work of the department and its leadership
The results
Media coverage in excess of R 1.5 million for a R 400 000 investment from the Department
The brief
To reduce Cholera and Typhoid deaths in rural areas by educating the target audience on hand washing using PR & direct marketing.
The client sought a service provider who could:
- Execute literacy-level sensitive road shows throughout rural KZN, EC, MP & LP.
- Execute road shows supplemented by radio interviews and print media exposure on regional and national stations.
- Create an education and awareness campaign at rural level.
- Design and develop road show.
- Develop a campaign for target audience where traditional media tools have not been effective.
- Secure sponsorship of major pharmaceutical company to help fund the campaign.
- Develop all visual communication elements including brochures, instruction pamphlets etc.
Delivering a Solution
Key challenges
- Following incidences of cholera and typhoid related deaths in rural areas, particularly among young children and women, the Department of Water Affairs and Forestry (DWAF) needed to educate and create awareness around the importance of washing hands and keeping water clean in order to avoid waterborne diseases.
- Rural bias.
- Geographic footprint of target audience, rendered traditional media tools of limited effectiveness.
Solution Highlights
Developed a comprehensive integrated public relations, communications and media campaign focusing on rural media to reach the most marginalised areas in Limpopo, Mpumalanga, Kwa-Zulu Natal and Eastern Cape - with a key message including profiling the work of the department and its leadership
- A road-show using promoters, mobile billboards and loud speakers to create interest and attract people.
- Partnerships developed with hygiene product producers Kimberly Clark and Unilever.
- All creative material was developed with sensitivity to and focus on the target market focusing on education for lower literacy level communities.
- Road shows supplemented by radio interviews and print media exposure on regional and national stations.
The results
Media coverage in excess of R 1.5 million for a R 400 000 investment from the Department
- 16 community road shows conducted reaching in excess of an estimated 12,000 people in highly isolated communities.
- A recorded reduction in instances of reported water-borne diseases in all four provinces.
