NEW START (PSI ZIMBABWE), LIFE OFFICES ASSOCIATION
ADVERTISING FOR SOCIAL CHANGE
Year
2013-2016
Client
PSI ZIMBABWE
Services
ADVERTISING CAMPAIGN
Project
SEXUAL ABUSE MEDICAL SUPPORT AWARENESS
Description
The award-winning Anti Rape campaign of 2014, orchestrated by PSI Zimbabwe’s New Start initiative in collaboration with the Anti Rape Clinic and Family Support Trust, stands as a beacon of change in Zimbabwe’s battle against sexual violence. This nationwide 360-degree campaign utilized a comprehensive approach, spanning from newspapers to billboards, TV, and radio spots, all featuring anonymous interviews. Recognizing the pervasive stigma surrounding rape reporting and medical assistance-seeking, particularly within the critical 72-hour window to prevent HIV and STIs, the campaign leveraged the power of storytelling to empower survivors and disseminate life-saving information. Crafted in partnership with my co-Creative Director, Mark Pearson, and our dedicated Copywriter, the campaign’s legendary slogan, “Get help. You can move on,” served as a rallying cry of hope and resilience for survivors, urging them to break the silence and seek support.
Against the poignant backdrop of Lake Chivero’s sunset in Harare, the campaign’s imagery of sober silhouettes painted a vivid narrative of strength and solidarity. This compelling visual storytelling, coupled with strategic messaging, propelled the campaign to win a prestigious Ngoma Award for its profound social impact. As a member of the team behind this transformative initiative, I am immensely proud of our collective efforts in using storytelling as a catalyst for change, shedding light on a pressing societal issue and offering a lifeline of support to survivors of sexual violence in Zimbabwe.
Year
2014-2016
Client
LIFE OFFICES ASSOCIATION
Services
ADVERTISING CAMPAIGN
Project
LIFE INSURANCE AWARENESS
Description
The award-winning campaign for the Life Offices Association (LOA) in 2014 was not just about selling life insurance—it was about storytelling and empowering communities with knowledge. Facing the challenge of reaching disadvantaged areas where life insurance was largely unknown, LOA embarked on a transformative journey. Enter Baba Noku, a character I created to represent the everyday struggles and aspirations of those in need. Through Baba Noku’s relatable persona—a 41-year-old electrician supporting his family—I sought to bridge the gap between the unfamiliar concept of life insurance and the everyday realities of Zimbabwean life.
The heart of the campaign lay in storytelling. By weaving Baba Noku’s narrative into engaging cartoon strips featured in local community newspapers and broadcasted on radios, we brought the importance of life insurance to life. These stories weren’t just fictional tales—they were inspired by real-life experiences, making them relatable and impactful. Furthermore, leveraging social media platforms, a groundbreaking approach at the time, we extended the reach of Baba Noku’s story, reaching even more individuals. Collaborating with the late Dave Creighton, a talented individual, I brought Baba Noku and other characters to life, enriching the campaign with authenticity and relatability. The campaign’s success culminated in the prestigious Best Community Radio Award in 2014, a testament to its profound impact in empowering communities with knowledge and fostering financial inclusion across Zimbabwe.
