Convincing the youth to make their X

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The communication campaign, coordinated by TBWA \ Hunt \ Lascaris and its sister agency, Magna Carta, who looks after below-the-line public relations campaigns, in collaboration with Velocity Films, kicked off last week.

"Rise up and hear the words of your heart that when spoken more fire will start", are the words sung in the IEC 'Register to vote' commercial directed by Thabo Marera of Velocity Films and conceptualised by Paul Warner of TBWA \ Hunt \ Lascaris.

Through this campaign South Africans will be introduced to the catchphrase "The power of X", as television and radio commercials encourage the public to check whether they are registered to vote and inform them about the importance of a unified voice.

The television commercial speaks to its target audience in a language they know well: music and poetry. In what masquerades as a music video, new grassroots group Kwani Experience sings the message.

David Wingfield, Chief Operating Officer of TBWA \ Hunt \ Lascaris, says: "The size and scope of this campaign is extremely exciting. The challenge is to communicate information of national interest to all 45 million South Africans and to create strong awareness of the opportunity it provides for an individual to contribute to social change at local level. Additionally the campaign needs to encourage South Africans to actively participate in the voting process by ensuring they are registered to vote."

In addition to traditional above-the-line advertising, TBWA \ Hunt \ Lascaris developed an "edutainment" radio drama in all 11 official languages, for use on vernacular and community radio stations. The above-the-line campaign will run in conjunction with public relations elements, including a road show which will take information directly to rural communities.