Specialist sponsorship and brand activation agency Exp South Africa recently oversaw an innovative project that aimed to teach children in rural schools about the importance of keeping clean.
Working with Lifebuoy, Spar and Build It in the spirit of the greater good, Exp spearheaded the ‘Healthy Hands' campaign, which aimed to raise funds for schools in need throughout South Africa.
Founded in 1982, Exp was the first South African marketing agency to investigate target audiences in township settlements. “The business started by selling services that worked in the old townships and in the rural areas of South Africa,” explains founder Ron Boon. “At that time classical media reach to these areas was dominated by radio and to a lesser extent outdoor advertising, with very limited television reach. We created specialist programmes for different categories of product. The response to our programmes was excellent and many longstanding business partnerships were forged, some of which still exist to this day. As an example, clients such as Unilever and Nestlé were amongst our first clientele and we still work with these two companies 27 years later.”
Nearly three decades later, Exp has remained passionate about initiating brand activations that not only impress their clients, but add value to the lives of the people they target. The Healthy Hands project is one such initiative.
Often deadly diseases can circulate through a community due to a lack of sanitation. In rural and developing communities this can be a real danger due to the fact that there is often a lack of clean water and adequate healthcare. Garon Bloom, project manager of the ‘Healthy Hands' initiative at Exp, points out that the project managed to raise R400 000 to upgrade or build ablution facilities at 14 schools countrywide.
Four schools in particular were selected for an official handover of the new ablution facilities, as well as education on sanitation from the ‘Healthy Hands' project. These schools were Phakamani Senior School in the Eastern Cape, Zwelihle Secondary School and Mtuba High School in Kwazulu Natal and Mopholusi Secondary School in Sebokeng.
Health officials educated the learners as to the benefits and importance of personal sanitation, after which each pupil was treated to a healthy and wholesome lunch. In addition, Lifebuoy, Spar and Build It will maintain an ongoing relationship with each school to assist with health education and general sanitation procedures.
Bloom reveals that the companies and pupils alike are excited for phase two of the project which is “due to get underway shortly”.
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