In 1976 the news of the student uprising was quick to reach the Cape Town local student councils, who responded by mobilising the masses and becoming part of a broader national action. These are the people that BBDO Cape Town's campaign for Good Hope FM salutes, building on the brand's theme, "It's all good".
The "Remember why it's all good," campaign, which broke last week, acknowledged the turning point in the struggle towards a non-racial and democratic South Africa, while also reminding Cape Town's youth of the past and the significant role the city's people played in the struggle against apartheid - something many people are unaware of.
Ivan Johnson, creative director at BBDO Cape Town, comments: "As a Cape based advertising agency we felt that we really could do something memorable for Good Hope FM. After all, we're not only commemorating Youth month but also the 30th anniversary of June 16.
"So, unlike any other generic June 16 campaign, the campaign has a strong link to Cape Town: speaking to the youth and conveying a message they can relate to. The beauty of the payoff line, "Remember why it's all good" is the strong link to the Good Hope FM brand."
Campaign elements included ads in all major Western Cape newspapers, a bilingual radio commercial, an animated TV commercial and street pole posters. There was also a call to wear old school ties on 16 June and school specific t-shirts for students at the schools participating in the outside broadcasts (Alexander Sinton, Fezeka High, Westridge High and Harold Cressy).
Each execution had a link to the past and the present. According to Johnson, this allowed for a credible message that was both serious and educational, yet left the Good Hope FM listener with an optimistic and encouraging aftertaste, thus maintaining the feel good tonality of the Good Hope FM's brand.
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