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Students campaign on behalf of Rotary
Final-year art direction and copywriting students from the AAA School of Advertising have taken on yet another pro-bono student campaign, this time for Rotary International. The campaign is intended to stimulate the recruitment of socially responsible people to assist in Rotary's humanitarian work in communities around the country.
AAA copywriting student Thembi Palane recording the Rotary International radio spot with sound engineer Hans Baumgarten, director of Audio Arts Africa, and Eben Brümmer, former governor of District 9250, Rotary International.
As with previous creative pitches carried out for other organisations, the students were tasked with creating above-the-line and below-the-line print, radio and television advertisements.
Out of the 12 presentations, the one put forward by students Thembi Palane, Joel Lebethe and Reginald Rhatifidi was selected by the client, Eben Brümmer, a former district governor of Rotary, for publication by the charitable institution.
The wining campaign theme “Changing lives for good” has been executed in three mediums, including a print advertisement, radio spot and TV commercial. With the generous assistance of recording facilities from sound studio Audio Arts Africa and voices from artists' agent Intertalent, the radio spot has been produced for broadcast.
Brümmer believes the campaign is of an international standard. “This creative work stands up well against the material we receive from overseas,” he said. “Now the challenge is to give it the publicity it deserves in the media, without major placement costs.”
The AAA is still looking for a photographer and TV director to produce the remaining elements of the campaign.
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