5FM COMMEMORATES YOUTH DAY: THE REVOLUTION OF OUR YOUTH

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Released:	June 2007
Advertiser:	SOUTH AFRICAN BROADCAST CORPORATION
Brand name:	5FM COMMEMORATES YOUTH DAY
Agency:	NET#WORK BBDO
Country:	South Africa
Category:	Public health & safety
Tags:	Johannesburg

Credits:

Advertising Agency: NET#WORK BBDO, SOUTH AFRICA, Johannesburg
Executive Creative Director: Julian Watt
Creative Director: Brad Reilly
Scriptwriter: Jonathan Smith
Agency Producer: Tanja Rae
Account Supervisor: Delia Fereirra
Sound Engineer: Theo Potgieter


Script in English
SFX: Music

MVO: I did not build the walls.
I did not fashion the electric fence.
I did not imprison openness.
I did not enslave my brother or overburden my sister.
I did not pollute your air or sicken your waters.
I did not molest virtue or rape innocence.
I did not sink you with drink or dupe you with dope.
I did not drive your rage or point that 12 gauge.
I did not cull your pride or declare any war upon us.
I didn't know the world before the one-in-five virus.

To all of you. You big people. You powerful people. Let me remind you of my youth and the promising words upon your lips when I was young.

Take the shackles from my feet so I can dance, so I can dance.
Support the revolution of our youth. youngblood.co.za

Brief Explanation
5FM – South Africa’s leading youth radio station - tasked us with commemorating Youth Day, the day in 1976 that South African youth took to the streets of Soweto to protest the Apartheid regime. We decided to emulate the spirit of that day by giving the youth of 2007 a platform to have their say. We created a website where people were able to join discussions on the challenges facing today’s youth, start a cause of their own, create stickers, monitor the mood of the country and be directed to other sites if they wanted to take action.

In order to advertise the site, young directors, designers, photographers, artists and musicians were asked to submit what 'Have your say' meant to them. These elements were then used on TV, print, poster, ambient outdoor, viral and radio.

What differentiated the project from other social networking sites is that once people started getting involved and having their say in the digital world, they soon began to see their opinions appearing in the real world. These 'back into the real world' elements took the form live on-air radio debates and calls, stickers and T-shirts.

Set up to commemorate Youth Day on June 16 2007, the success of the project prompted us to keep it open as a permanent platform for the youth to 'Have Your Say.'