National environmental campaign hits screens

“Environmental management is not the easiest concept to communicate. We needed to develop a creative concept that resonates with our vast and diverse target audience – all South Africans.”

Indalo Yethu sought to develop an advertising campaign that provides a solution to a hard question: how can we fix the mess that we have made of our environment?

“In developing the creative for the advertisement, we considered how each person – from kids to heads of state, business managers and community members – can do their bit for the environment by adopting the 3Rs: Reduce, Reuse and Recycle,” said Nzalo.

The Strategy

The Indalo Yethu campaign is mandated with a mammoth task: it must turn around entrenched and largely uncaring eco-behaviour into environmentally-conscious living. The three Rs are at the heart of strategies that can green almost every aspect of our lives: we can reduce consumption of water and energy; reuse boxes, paper, plastic and metal containers; and recycle items we cannot reuse. “Collectively, we can quickly improve our environment if we encourage one another to adopt this type of eco-responsible behaviour,” Nzalo believes.

The premiere of Indalo Yethu's first media campaign coincides with the fifth anniversary of the 2002 World Summit on Sustainable Development (WSSD) – and significantly, Indalo Yethu is the main legacy project of the Summit that took place in South Africa. “Sustainable environmental development provides economic and social opportunities that can benefit us as a county in the short and long term”, argued Nzalo.

The Campaign

The Indalo Yethu advertisement gives the power to change our environment into the hands of a young boy who is seen ‘fixing' the environment through the “Three Rs”. Indalo Yethu's approach is not merely about ‘doom and gloom' nor is it only about identifying the environmental challenges faced by South Africa. It focuses on providing the means that enable individuals, communities, business and government to be part of the solution.

Indalo Yethu has its roots in the “greening” project undertaken during the WSSD 2002. Its formation as an independent trust received seed funding from the Department of Environmental Affairs & Tourism (DEAT).

“Our ad-campaign sends a message of hope and urgency for us to act today,” emphasises Nzalo. “We anticipate it will motivate people to be part of the eco-movement needed to change our collective behaviour towards an eco-conscious lifestyle.”

In addition to the television campaign, Indalo Yethu will be using other traditional advertising channels – radio, print and outdoor which will be supported by collaborative activities on the ground aimed at spreading the ‘green' message.

For more: www.indaloyethu.co.za

Click here to view the ad (1MB)