Draftfcb Social Marketing’s Operation Khanyisa campaign has been chosen or the World Economic Forum/Cannes ‘Creative for Good’ website launching at the Cannes Film Festival in June.
Operation Khanyisa, a national partnership initiative aiming to mobilise all sectors of South African society to stand for legal, safe and efficient power use, and stop electricity theft, also won Best Poster Presentation at the Global Social Marketing Conference in Canada earlier this month.
The letter informing the team of their success in the World Economic Forum/Cannes ‘Creative for Good’ website launch said, “Our International Advisory Committee reviewed over 100 submissions from around the world and felt that yours was an excellent case study for others to learn about social issue campaigns.”
Draftfcb Social Marketing managing director, Pat Govender, praised his team saying the hard work in breaking new ground in the communications and marketing industry is paying off as the team is changing behaviours, and leading the world in this exciting field of communication.
Launched in October 2010, the ongoing Operation Khanyisa campaign has achieved high levels of awareness and mobilised South Africans with a constant flow of information via radio, print, online and outdoor advertising, as well as community outreach and education programmes.
The initiative’s practical success can be most easily measured by the number of tip-offs received about electricity theft. To date, over 6 700 tip-offs have been received, showing that South Africans are heeding to call to unite against the serious crime of electricity theft.
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