TEARS Foundation is one of the few organisations that supports victims from the initial call for help, through the complex legal system, and into counselling. This holistic approach is crucial for victims who often feel lost and without direction and one of the reasons TEARS has such as high success rate.
This approach of holistic help inspired the idea behind the SOOTHING THE NATION campaign, symbolised by an all-encompassing ‘hug’ that offers comfort, much like a lullaby for a child. The campaign featured a television commercial as the centre asset, showcasing the generational nature of abuse. The narrative included a ‘gogo’ (grandmother) who represented the foundation’s strength and leadership.
This matriarch would go on to become the face of the campaign. The commercial portrayed various community members, including young women, middle-aged women, children, and the LGBTQI+ community - illustrating that abuse knows no boundaries.
A pivotal element of the commercial was the soundtrack, a thoughtfully arranged acapella version of the traditional Zulu lullaby ‘Thula,’ arranged and performed by the Johannesburg Queer Chorus. This track was strategically chosen for its emotional resonance, being a beloved lullaby that transcends generations in our country. We placed the track on all streaming sites for download and got to work creating our commercial.
Our in-house team fully produced, directed, filmed, edited, and animated the video. Leveraging the strength of this asset, we then developed a blueprint for an integrated communications plan, relying only on the support of the media sector and our inhouse team of PR and marketing experts to amplify the message.
To maximise the campaign’s impact, we ensured a multi-channel approach with cohesive messaging and visually effective artwork. All assets took a hard-sell approach with a driving call-to-action that encouraged individuals to seek help and advocate for themselves and others. The following assets were deployed over the three-month campaign period:
The campaign achieved remarkable results:
As the campaign remains active in certain areas, results continue to grow.
