JHHESA (JOHNS HOPKINS HEALTH AND EDUCATION SOUTH AFRICA DM BREAD & MAIZE by Joe Public

BREAD & MAIZE

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Industry HIV/AIDS
Media Direct marketing
Market South Africa
Agency Joe Public
Executive Creative Director Pepe Marais
Creative Director Xolisa Dyeshana, Maciek Michalski
Art Director Sophia Strydom, Simone Rossum
Released June 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: JHHESA
Product/Service: HIV AWARENESS CAMPAIGN
Agency: JOE PUBLIC
Date of First Appearance: Jun 1 2010
Entrant Company: JOE PUBLIC, Johannesburg, SOUTH AFRICA
Executive Creative Director: Pepe Marais (Joe Public)
Creative Director: Maciek Michalski (Joe Public)
Creative Director: Xolisa Dyeshana (Joe Public)
Art Director: Simone Rossum (Joe Public)
Art Director: Sophia Strydom (Joe Public)
Copy Writer: Lisa Goldsmith (Joe Public)
Media placement: Direct Mail - Delivered - 1 June 2010

Describe the brief/objective of the direct campaign.
Brothers For Life is a campaign that encourages men to act responsibly and to have a powerful and positive influence on each other, especially with regards to HIV/AIDS. We were tasked to raise awareness around the fact that poverty drives many women in South Africa to have sex for food, often for as little as a bag of maize or a loaf of bread.

Target audience: the mailer was delivered to key celebrities and media specialists.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To raise awareness around Brothers For Life, we needed to create a piece of communication that was hard-hitting and impactful enough to spark action and start a media debate. An execution was created, allowing us to show impactful HIV/AIDS statistics backed by concrete research. Our objective was to generate as much talk as possible in order to influence our target audience. Hence we targeted key radio stations and other media personalities and celebrities.

Explain why the creative execution was relevant to the product or service.
South Africans have become apathetic to a lot of HIV/AIDS communication. Through our campaign, we wanted to expose them to the chilling reality of this disease in a way that they couldn’t ignore. This execution is in line with Brothers For Life’s tone of using hard-hitting facts to confront the audience, but doing so in a way that inspires change.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Bread and Maize, as part of an integrated awareness campaign, has generated around R5.6 million in free PR since its launch in June 2010.