Nasou Via Africa Proprietary Design & Branding VIA AFRIKA - GIVE EDUCATION A VOICE CAMPAIGN by The Jupiter Drawing Room South Africa

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VIA AFRIKA - GIVE EDUCATION A VOICE CAMPAIGN

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Industry Books
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Art Director Kim Henshilwood
Copywriter Nick Gordon, Ian Malone
Designer Mary Murray, Brandt Botes
Photographer Jan Verboom
Illustrator Brice Reigner
Released January 2012

Credits & Description

Category: Consumer Services
Advertiser: NASOU VIA AFRIKA PROPRIETARY LIMITED
Product/Service: VIA AFRIKA PUBLISHERS
Agency: THE JUPITER DRAWING ROOM
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room)
Creative Director - Design: Joanne Thomas (The Jupiter Drawing Room)
Designer: Brandt Botes
Copywriter: Ian Malone
Copywriter: Nick Gordon (The Jupiter Drawing Room)
Art Director: Kim Henshilwood (The Jupiter Drawing Room)
Illustrator: Brice Reigner
TV Producer: Isabella De Villiers (The Jupiter Drawing Room)
Photographer: Jan Verboom
Designer: Mary Murray (The Jupiter Drawing Room)
Digital Developers: Techsys Digital
Media placement: Via Afrika Brand TV - South African National TV Stations - 13 June 2011
Media placement: Microsite - Web - 17 June 2011
Media placement: Via Afrika Text Book Cover Range - South African Schools - 10 June 2011
Media placement: Corporate Stationery - Various - 23 March 2011
Media placement: Corporate Educational Gifts - Various - 23 March 2011

Describe the brief from the client
In South Africa publishers of textbooks have to take part in a tendering process before their books are selected for schools. Via Afrika was the result of an amalgamation with a black publisher, but still suffered from the perception that it was from the 'old South Africa' where historically education was a tool to divide and repress; where textbooks were boring and uninspiring; where teachers encouraged rote learning and discouraged questioning. Via Afrika wanted to re-evaluate the important role they played in the education of South African youth and the way they interacted with learners and teachers.

Describe the challenges and key objectives
Via Africa had a vision to change the negative perception of education in South Africa by validating teachers in their role as enablers of young people; by celebrating children as individuals with dreams, potential and future possibilities and by giving them a voice.
They tasked us to make that vision a reality.

Describe how you arrived at the final design
We embarked on a year-long road trip criss-crossing the country, interviewing hundreds of children, getting insights from teachers. These insights and quotes became the driving force in our design process. The learners themselves featured on the front cover of textbooks and their thoughts and hopes on the back cover. Teachers’ insights and philosophies also formed part of the designs. Speaking to the public we created a TVC, featuring a famous SA TV star as she goes home to thank her favourite teacher with a traditional praise song. People were also invited to thank their favourite teachers via social media.

Give some indication of how successful the outcome was in the market
The feedback from students and teachers was hugely positive. They felt immensely validated for being part of the textbook redesign. The public was also inspired by the campaign and posted thousands of Facebook and Twitter messages to honour their teachers. 2 influential radio DJs spontaneously took up the campaign and thanked their favourite teachers on air. The tendering process is ongoing, but so far Via Afrika has been very successful in having their textbooks selected for most grades across most provinces.