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Public Service/Social Welfare

Bronze Winner

Entrant: Ogilvy & Mather Johannesburg, Johannesburg
KFC Add Hope
"Journey of Hope"
  • Corporate Name of Client:
    Lauren Turnbull
  • Client Account Director:
    Lauren McInnes
  • Strategist:
    Gabi Kuhn-Bernstein
  • PR:
    Ogilvy PR
  • Agency:
    Ogilvy & Mather Johannesburg , Johannesburg
  • Executive Creative Director:
    Fran Luckin
  • Creative Director:
    Mike Martin
  • Copywriter:
    Irene Styger
  • Art Director:
    Alexa Craner
  • Agency Producers:
    Pakiso Albertus
    Lauren McInnnes
  • Production Companies:
    Happy Handgrenade, Johannesburg
    MEC Access , Johannesburg
  • Director:
    Johan Vorster
  • Producers:
    Paul Buys
    Cas Dreijer
  • DOP:
    Brad Devine
  • Digital:
  • Sound & Music:
    Shane Renew
    Dave Waugh
  • Description of the Project:
  • Add Hope is KFC's Corporate Social Investment initiative. It works off the premise that just ZAR2 can feed a hungry child. Through the use of an instore mechanic, it gives customers the option of adding ZAR2 to their purchase.
    Every cent of each donation goes directly into the feeding programmes run by Add Hope's partner charities. All the initiative's marketing and administration costs are covered by KFC South Africa. The 2012 Add Hope campaign aimed to raise awareness of the cause and the initiative, and ultimately raise funds to feed the country's needy children. Our target market had no frame of reference.
    Hunger was not something that South Africa's higher income population could relate to. We packaged the cause in a way that they could. We took a man renowned for being tough, a man who had circumnavigated Africa, kayaked around Madagascar and spent 5 months on the arctic waters of Iceland, and we brought him to his knees by depriving him of food. We commissioned Riaan
    Manser to do the Journey of Hope: a 4100km cycling adventure to write the word .hope. across the map. To emphasise the debilitating effects of hunger, he was tasked with doing the expedition on half the calories needed to sustain the average man at his resting metabolic rate. In an effort to build up his energy reserves before the Journey, Riaan picked up a fair amount of eight. What he couldn't guard against was the severe lethargy, nausea, cramping, lack of motivation and mood swings. Riaan stopped at charities in 5 provinces. There, he ate as the children did. Each time, the effects were almost
    instantaneous. Riaan's mood visibly improved; he was faster, stronger and had renewed motivation. In this way we showed the public what a difference a single meal
    can make. We took the notion of severe hunger, intangible to the more affluent, and turned it into something that they could connect with. And they did. The event drew over ZAR7 million worth of media attention. Add Hope donations
    peaked at just over ZAR12 million for the year, a ZAR3 million improvement on the year before and ZAR5.5 million on the year before that.