Labelwise campaign extends to outdoor, TV

The Labelwise campaign, launched last month to educate South Africans on the value of purchasing sustainable products, has extended its multi-channel campaign to outdoor media. Posters, featuring young South African shoppers choosing eco and socially responsible brands, will appear in Johannesburg and Cape Town over the coming months. A TV campaign is planned.

The ad campaign, created by North Ltd, features four eco and social labels – Fairtrade South Africa, the Forest Stewardship Council (FSC), the Marine Stewardship Council (MSC) and Fair Trade Tourism. The agency devised the name ‘Labelwise’ to bring across the desired consciousness amongst consumers around the different sustainability labels that exist and encourage them to use this awareness to make better choices. The company was responsible for creating the brand, including the tagline, ‘a little does a lot’.

Mike Bond, creative director and designer at North Ltd, says, “Every day, people are bombarded with messages about how they can help and effect change. Our aim was to show how little effort it takes to make a big difference. We are proud to be a part of making South Africans more label savvy and, in turn, saving the planet and empowering its people.”

For more information, go to www.belabelwise.co.za or http://www.northltd.co.za.