SHOUT FOUNDATION Promo SHOUT by Net#work BBDO Johannesburg


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Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR
Market South Africa
Agency Net#work BBDO Johannesburg
Executive Creative Director Rob Mclennan
Creative Director Graeme Jenner, Donovan Goliath
Art Director Angie Batis Durrant
Account Supervisor Gabi Baron
Released March 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Date of First Appearance: Mar 20 2010 12:00AM
Entrant Company: NET#WORK BBDO, Johannesburg, SOUTH AFRICA
Entry URL:
Executive Creative Director: Rob McLennan (Net#work BBDO)
Creative Director: Graeme Jenner (Net#work BBDO)
Art Director: Angie Batis Durrant (Net#work BBDO)
Agency Radio Producer: Tanja Rae (Net#work BBDO)
Agency - TV Producer: Caroline Switala (Net#work BBDO)
Editor - Special Effects: Susan Dexter (Net#work BBDO)
Editor|Animation: Ryan Paikin (Net#work BBDO)
Founder Member: Danny K (Shout Foundation)
Founder Member: Kabelo (Shour Foundation)
Account Supervisor: Gabi Baron (Net#workBBDO)
Account Manager: Stuart Gormley (NetworkBBDO)
Acting Chairperson, Shout Foundation: Yusuf Abramjee (Shout Foundation)
Client Liaison: Boniswa Pezisa (Net#workBBDO)
Media placement: Radio Campaign - Highveld Stereo - 20 March 2010
Media placement: TV Campaign - M Net - 20 March 2010
Media placement: Print Campaign - You Magazine - 20 March

Describe the objective of the promotion.
Many South African's have been affected by crime in one way or another and we all want to do something about it. This is an opportunity to raise money as well as raise awareness

Describe how the promotion developed from concept to implementation
Danny K and Kabelo Mabalane - after the senseless death of Lucky Dube - assembled an unprecedented line-ip of South African artists who joined forces to record an epic version of the classic Tears for Fears anthem "SHOUT".

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 13500 downloads of the song in one day. 14324 unique vistors to the website in the first 3 days. 50 000 Facebook supporters within 2 weeks. 1 Million rand raised in under one week to be used in the fight against crime. A renewed sense of hope given to a nation in distress.

Explain why the method of promotion was most relevant to the product or service
By Joining the Shout Foundation the public can download the song, learn about Shout and in consultation with strategic thought leaders and crime fighting bodies, such as Crimeline and Business Agasinst Crime, we will finally be able to create a united movement across every community in this country. The monies will be distributed to various charities that help in the prevention of crime as well as helping victims of crime.