BROTHERS FOR LIFE by Joe Public for JHHESA (JOHNS HOPKINS HEALTH AND EDUCATION SOUTH AFRICA

BROTHERS FOR LIFE

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Industry Charities, Foundations, Volunteers, HIV/AIDS
Media Design & Branding
Market South Africa
Agency Joe Public
Executive Creative Director Pepe Marais
Creative Director Xolisa Dyeshana
Designer Vumile Mavumengwana, Maciek Michalski
Released August 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: JHHESA (JOHNS HOPKINS HEALTH AND EDUCATION SOUTH AFRICA
Product/Service: AIDS CHARITY
Agency: JOE PUBLIC
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: JOE PUBLIC, Johannesburg, SOUTH AFRICA
Executive Creative Director: Pepe Marais (Joe Public)
Creative Director: Maciek Michalski (Joe Public)
Designer: Maciek Michalski (Joe Public)
Designer: Vumile Mavumengwana (Joe Public)
Copywriter: Xolisa Dyeshana (Joe Public)
Account Manager: Hester Robb (Joe Public)
Strategist: Laurent Marty (Joe Public)
Creative Director: Xolisa Dyeshana (Joe Public)
Media placement: Posters - Clinics, Community Centers and Hospitals - 1 August 2009
Media placement: Billboards - Nationwide - 1 August 2009
Media placement: Television Spots - SABC, DSTV, ETV (All Channels). - 1 August 2009

Describe the challenges and key objectives
Our idea was to start a movement. A movement of good men who would promote a new norm through example, education and support. The movement would be called Brothers For Life.

Describe the brief from the client
Every year, millions of South Africans are sentenced to early graves by the HIV virus. 30-plus year old men are among the worst affected and play a major role in spreading the disease. We were tasked by the USAID funded Johns Hopkins Foundation to come up with a campaign that would change the behavior of men in South Africa.

Describe how you arrived at the final design
In designing the brand logo, we used a unique South African handshake, combined with the international AIDS symbol to create a powerful icon that would resonate with men across the country.

Give some indication of how successful the outcome was in the market
Brothers For Life is fast becoming a representation of the biggest HIV/Aids movement ever seen on African soil, enjoying support from some of the most prominent South African’s including the Deputy President, Mr Kgalema Motlante.