Assegai Intergraded Marketing Awards 2019:
🥇 Media, Gold - Direct Response Mass Media: TV, Print,Out-of-Home and Radio
🥇Special Direct Awards, Gold - Non Profit Direct Marketing Campaign
🥈 Craft Awards, Silver - Most Effective Use of Content
In South Africa, 40% of men assault their partner daily. Alchohol is their number 1 excuse. Carling Black Label (SA's biggest beer brand) decided to take a stand, and launched the #NOEXCUSE movement.
ISIZATHU, as a part of #NOEXCUSE, told the all too familiar story of abuse. The narrative follows Bulelwa Mahlaba: mother, wife, and woman who gets robbed of the life she deserves by the man she fell in love with. Her story was told over a five part radio series that aired on 4 different radio stations in 3 different languages (English, Xhosa, Zulu).
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We shot dramatic portraits of the characters and used them in a movie poster style to promote the series.
As each episode aired the story could also be followed on the ISIZATHU WhatsApp group where supporting content was sent in real time.
The content included images, voice notes, videos and messages meant to enrich the storyline.
Once the series ended all the episodes were uploaded on the www.noexcusesa.com. On the website people are encouraged to sign a pledge to stand up against GBV, or seek help if they need it. A free book No Excuse For Abuse by Craig Wilkonson has also been made available for download.
A behind the scenes look of our brilliant cast:
Credits
Creative Group Heads
Jean-Pierre De Villiers
Jenna Smith
Art Director
Lizandri van de Merwe
Copywriter
Sandhya Mathura
Photographer
Guy Nieveling
