The campaign has been inspired by conversations with South Africans about the type of country they would like to live in. Building on these discussions, the campaign was developed and is now in is in its first phase, driven by a 90” TV ad, radio, outdoor and print media.
Do you know how much energy you waste every day? Or how many criminals could be convicted, if you reported a crime you knew about? How many homes would benefit from the perfectly good drinking water leaking out of your taps? How many kids would benefit from the books gathering dust in your cupboard?
Comments TJDR (Jhb) creative director James Cloete, “You might not think that picking up one piece of litter a day would make a difference. But imagine if every South African did. The idea that lots of individuals and individual actions working together can make a big change is the philosophy behind the new campaign.
“At its core is ‘The Movement for Good... It starts with You', and it has a simple objective: To get each and every South African not just thinking about how they can make a difference, but actually making a difference.”
The TV ad follows a day in the life of a young boy - an ordinary South African on a mission: to do a little good wherever he can.
“He heads off on his bike one Saturday morning to donate some old books to a children's hospital on the other side of town. On his journey he is confronted by opportunities to either act for good or walk away. By choosing to act, he literally demonstrates some of the simple things that any of us can do everyday, the little things that make a big difference,” says Cloete.
The boy switches off the lights before he leaves, picks up some litter, smiles at whoever he sees, reports a crime that's about to happen, tightens a tap and helps an old woman with her bags. The ripple effect of his actions is demonstrated the next morning, when he is greeted by a whole crew of young, would-be do-gooders, waiting patiently in the road for the young hero and the mission ahead.
“The take out is simple: If a kid can do a little good, and if he understands that his positive actions will affect change, then surely any of us can.”
The campaign is asking companies to start building the South Africa they want to live in by registering at www.itstartswithyou.co.za and individuals to SMS their name and “good” to 32197.
