Brief: Create a powerful social awareness campaign for a South African Brand that can add value to society.
Time Frame: 4 weeks
Brand: Silent Addiction
We have chosen to target a national Newspaper, The Times. This publication is one of the most popular newspapers in South Africa with over 3 million readers, they release both a daily newspaper and a weekly newspaper on Sunday. We will specifically target the one of Sunday. This newspaper is in English and thus will suit our english target audience. If this achieves success we will use The Beeld to reach our Afrikaans audience. These newspaper front pages will also echo into our newspaper street posters. Our target market are a part of the generation that buy newspapers.Essentially we would also like to branch out to the online news sights such as Independent Online and News 24. If they can report on our story, we will reach an even larger audience.
We will place newspaper posters on popular streets in Johannesburg, Cape Town and Durban. We will use the locations where newspapers normally advertise their headlines in order to create an awareness. These posters are read by many people each day whether they are driving, are passengers or are pedestrians. They draw people’s attention and spark their interest, perhaps encouraging them to buy the paper or at least research the issue when they get a chance. People read these posters unconsciously but remember what they read.
Rationale:
Prescription Medication is a substance that is kept within many households in South Africa and this has led to the rise in both prescription medication addiction and drug overdoses from prescription medication. In short, it has become an epidemic and it seems as if nothing is being done to stop it, or even just to slow it down. These capsulated killers are both silent and violent but they need to be caught before the problem becomes even more dire.
This campaign will be executed in the form of three Headlines: The Killer in Your Cabinet; Silent Killer Strikes Again and Killing More Than the Pain. Each headline focusses on a specific type of addictive prescription medication, respectively, Stimulants, Benzodiazepines and Opioids.
Our campaign needs to raise awareness about the seriousness of this issue and thus we have chosen to communicate via an authentic and reliable medium- The News. It is also an alternative and somewhat ambient mode of advertising thus making it more noticeable.
