Public Health And Safety: "SHOUT" Promo / PR Ad

Category: Best Integrated Campaign Led by PR
Advertiser: SHOUT FOUNDATION
Product/Service: PUBLIC HEALTH & SAFETY
Executive Creative Director: Rob McLennan (Net#work BBDO)
Creative Director: Graeme Jenner (Net#work BBDO)
Art Director: Angie Batis Durrant (Net#work BBDO)
Animator/Editor: Ryan Paikin (Net#work BBDO)
Special Effects Editor: Susan Dexter (Net#work BBDO)
Agency TV Producer: Caroline Switala (Net#work BBDO)
Agency Radio Producer: Tanja Rae (Net#work BBDO)
Founder Member: Danny K (Shout Foundation)
Founder Member: Kabelo Mabalane (Shout Foundation)
Chairman: Yusuf Abramjee (Head Of : Crime Line South Africa [an International Affiliate To Global Crime St)
Media placement: Music Video - M TV - 16 March 2010
Media placement: Print Campaign - Various - 20 March 2010
Media placement: TV Campaign - M Net - 20 March 2010
Media placement: Magazine Campaign - Various Magazines - 20 March 2010
Media placement: Social Media - Facebook - 20 March 2010
Media placement: Outdoor - Various Sites Countrywide - 20 March 2010
Media placement: Viral Marketing - Email to select data bases - 20 March 2010

Summary of the Campaign
The challenge was to mobilise the public to speak up against the crime in South Africa. The aim was to raise money and awareness. The money will be donated to charities that help prevent crime and assist victims of crime. There were over 13,500 downloads of the song in one day, 14,324 unique vistors to the website in the first 3 days, 50,000 Facebook supporters within 2 weeks, 1 million Rand raised in under a week to be used in the fight against crime and a renewed sense of hope given to a nation in distress.

The Goal
To build a safer South Africa for all South Africans and raise awareness about crime rates and to raise money for the fight against crime.

Results
Over 13,500 downloads of the song in one day, 14,324 unique vistors to the website in the first 3 days, 50,000 Facebook supporters within 2 weeks. 1 million Rand raised in under a week to be used in the fight against crime and a renewed sense of hope given to a nation in distress.

Execution
The music video was aired for the first time to the press on 16th March. The Shout website went live on that day too. Thereafter through the line campaign comprising a music video, Radio, TV, Outdoor, Social Marketing, Print and Viral were launched on 20/10/2010.

The Situation
Many South African's have been affected by crime in one way or another and we all want to do something about it. This was an opportunity to raise money as well as raise awareness. Shout is a tust founded by Danny K and Kabelo Mabalane - after the senseless death of Lucky Dube - assembled an unprecedented line-up of South African artists who joined forces to record an epic version of the classic Tears for Fears anthem "SHOUT" in the name of mobilising the people of South Africa to build a safer country for us all.

The Strategy
Danny K and Kabelo Mabalane - after the senseless death of Lucky Dube - assembled an unprecedented line-up of South African artists who joined forces to record an epic version of the classic Tears for Fears anthem "SHOUT" in the name of mobilising the people of South Africa to build a safer country for us all.