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We will not lose another one of us

More powerful the “Amandla” fist it will over time unify the whole world as we stand and declare our power of HIV/AIDS.

The Campaign

A message that powerful as it gets. It is precise and non-ambiguous.

It does not discriminate or stigmatize and is not biased against anyone. It just lets one know that you are human and that your life is valued and of all lets one know that you are not alone. It makes one feel counted and also gives one a sense of resilience. It embodies a sense of unification through collectivization as a community, as a nation. It tells one that we a nation that takes care of its own because and “injury to one is an injury to all”. It promotes “ubuntu”, compassion and humility by making people feel loved and cared for.

The “we” perpetuate a collective effort to strive for well-being of any and all our brothers and sisters infected by HIV/AIDS. The “we” portrays how we as a nation collectively own the problem and how we are collectively working for a solution as nobody is victimised because everyone is on a crusade for a solution because the “us” incorporates both those infected and affected. The message brings about a poignant feeling to fight and not to succumb to this disease. It is a global message that does not prejudice.

The Challenge

PURE Communication launched this as their personal CSR program and used its own funds to secure advertising space via billboards. Some of our challenges in this campaign was a limited budget. PURE exhausted all attempts to secure additional funding from sponsors with similar CSR campaigns, that being a fight against HIV & AIDS.

PURE invested R 500,000 of their own monies in executing this campaign in remote areas. We were unable (financially) to opt for media space in high populated locations such as Soweto, Alexandra, Tokoza, Mandeni, Umlazi, Gugulethu etc.

The Results

We proved in our 6 month campaign that the communities where the campaign was live grew into a slogan. Where a community member succumbed to the virus, shouts of “we will not loose another one of us” became synonymous.

The message achieved all it was set out to do.

The symbol (index finger) was acknowledged as a declaration against the Virus.