Innovative social responsibility

The launch issue of B®AND magazine contained a Letraset insert between pages 6 and 7 in a thought-provoking appeal for funds for the DP Marais Santa TB Centre in the Western Cape, and another community outreach effort by Berry Bush BBDO. The easily transferred black crosses reinforced the knowledge that TB is a 'Transferable Bacterial Disease'.

The campaign provides disturbingly visible evidence of how easily and quickly the disease is spreading through the Western Cape. The density of crosses is a reminder that one in 10 people in the Western Cape will develop TB, and if left untreated this person can infect more than 20 people in one year.

However, unlike other fatal diseases TB can be cured and sufficient funds and appropriate communication can make all the difference. This campaign, which is primarily aimed at anyone who can think creatively on how to solve the situation, is a reminder of how effective advertising can be in supporting worthy causes.

MD of Berry Bush BBDO, Nic Bednall, has made a public commitment to use the creative skills of the agency to assist in areas of real need within Cape Town and greater Western Cape Community. There is no disputing that TB is just such a need. During the drought in the Western Cape last summer, the agency put its creative energy into driving the Naive bottled water campaign. And going forward, Berry Bush BBDO will continue to develop social investment strategies that directly benefit its community.