One School At A Time: Beggar Broadcast

Credits & Description:

Advertiser: ONE SCHOOL AT A TIME
Agency: JOE PUBLIC
Category: Ambient Media: large scale
Advertising campaign: BEGGAR BROADCAST
Sound Engineer: Jo Darling (Cut And Paste Generation)
Producer: Ananda Swanepoel (Joe Public)
Copywriter: Jeanine Vermaak (Joe Public)
Executive Creative Director: Xolisa Dyeshana (Joe Public)
Art Director: Freda Raubenheimer (Joe Public)
Chief Creative Officer: Pepe Marais (Joe Public)

Outcome
We targeted twenty intersections during peak traffic, reaching over 5000 drivers and their passengers. We also raised R1.2 million in PR.

Execution
For the first time ever, beggars were used to illustrate the severe consequences that a lack in education can have, where no education can lead to joblessness. Therefore, highlighting the need to improve education as the core solution to the problem. The concept was really disruptive to get people to think about the need for education by using a radio transmitter that’s never been used in South Africa. Lastly, a strong call to action promoted contributions towards the organisation. Overall, the idea proves how a disruptive idea can be used as a tool to drive a non-profit organisation’s core purpose.

Client Brief Or Objective
Johannesburg is inundated with beggars. Almost every street corner has one. Yet, they've become invisible to every driver in the traffic: avoiding eye contact, driving past them and pretending they do not exist is common.With a failing educational system, the next generation may well end up on the streets too. Something One School at a Time, a registered non-profit organisation, plans to change by improving just one school. And then the next. Because we believe a proper solution for our educational system can deliver a solution for poverty.Our main communication objectives: to raise awareness and funds.

Implementation
Our idea was to give the voiceless a voice. But we knew that a standard radio ad would have no effect – most of these are also ignored. So what if we could find a way to force people to listen?We built a device capable of interrupting any radio frequency, which broadcast the stories of three real beggars into the very cars of the people ignoring them. Their message? Not to give them money, but rather to donate to One School at a Time, so that other children can complete their education and have a better life.