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‘Treat all electrical cables and power lines as live'
This was the message from Eskom to township communities, and the power utility put it across to the township residents with Primedia@Home's Community Chat Billboards, in an attempt to reduce the high number of electrocution fatalities.
Targeted at individuals in the LSM 2-6, living in townships and rural areas, Eskom, via The MediaShop, committed R400 000 to a three-month campaign that commenced in December 2007. "Community Chat Boards are one of our innovations, developed in partnership with Cell C. This Eskom message has created considerable comment amongst township communities," says Melvin Chagonda, CEO of Primedia@Home.
The boards clearly display the utility's cartoon-themed message at eye-level in these popular call containers. "Each of the five phone points in the container has an A4 frame, giving its audience an unavoidable advertising message during an otherwise idle time," explains Chagonda.
The medium is positioned tactically in high-traffic township locations to generate high-call usage and deliver exceptional exposure of Eskom's communications. "The many people making and receiving calls in these facilities make them highly cost-effective, and a powerful means to engage electricity consumers on such an important issue," Chagonda concludes.
