• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Mediology Press Office

The day The Star’s front page went blank

by TMO Partner
August 2, 2019
in Mediology Press Office
0 0
0
The day The Star’s front page went blank
Share on FacebookShare on Twitter

[PRESS OFFICE] No news may be good news but when the country’s most widely read daily, Johannesburg’s The Star, hit the stands with a blank cover on Wednesday 24 July 2019, the town talk went wild and rumours ran amok.

Luckily the simple explanation was our media campaign under direction of deputy media director Michael Pearce to launch Japan Tobacco International (JTI)’s independent research about the inefficacy of unbranded, plain cigarette packaging, with a deft and first-ever execution which eloquently synergised medium and message.

Replicating The Star’s front page as an unprinted wrap topped by a gloomy black and white masthead to replace its iconic red – something that had never been done before – the potentially disempowering impact of censorship was graphically illustrated and unmistakably communicated using the inherent topicality and credibility associated with newspapers – and the front page in particular, Michael explains.

“We wanted our media execution to be highly effective in directing The Star’s readers to JTI’s consumer research findings about the South African government’s proposed Tobacco Bill which aims to introduce plain packaging for all cigarette boxes to discourage smoking despite international evidence to the contrary.

These findings were published as a four-page spread wrap and our client wanted to ensure that readers are empowered with the facts so that they could critically analyse the real socio-economic implications of such far-reaching legislation, including loss of tax revenue as a result of increased illicit cigarette trading, and whether this offered the best course of action to change smoking behaviour.”

The Star was chosen as newspapers in general are still considered the most trusted information source which would therefore inherently underpin the credibility of the research.

“As a daily The Star also offers a good spread of readers with a good duplication across multiple national titles, therefore people who read these other titles also read The Star thus providing us with an excellent and highly cost-effective platform to build exposure into many of our key segments. Focusing on Gauteng gave us the biggest impact for this type of execution as other regions are supported with tactical strips and digital but budgetary constraints allowed us to only do a single wrap execution.”

Using the medium to tell the story so that it becomes a part of the creative execution and allows the message to become optimally relevant and impactful, is at the heart of Mediology’s strategic approach, Michael believes.

“In this case, were the client wanted to get maximum exposure for their content without budget for four-page inserts in multiple publications, we needed to come up with an execution that would be unique enough to stand out and create greater awareness and hype than a few standard inserts would achieve. Thankfully the client was equally enthralled with the Mediology vision and idea and went as far was supporting us by getting global headquarters to sign off on the concept.”

Contact

Website: Mediology

JHB telephone: +27 11 707 4800

Cape Town telephone: +27 21 447 1397


 

Tags: activationsblank front coverblank tobacco packagingcensorshipJTIJTI researchMediologyout-of-homeplain packagingTThe Startobacco advertisingTobacco Bill

TMO Partner

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

Recent News

AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?