Loeries Creative Week Durban

Havas Johannesburg wins Gold at Loeries by inventing a new category: OOH meets Social Media

When it comes to media, we as consumers are omnivores. We consume lots of different things. Often at the same time.
Havas JHB used this insight to craft a campaign for the charity, Right 2 Read.

The campaign helped ordinary people campaign for change at the local education department, which had suffered numerous scandals. The head of the department had said in a speech that “education in Limpopo is great” so Right 2 Read got dozens of local school children in and around the area to write down that exact phrase. In a reflection of the poor education received, these letters were spectacularly misspelled.

These were then made into posters adorned with a QR code that pedestrians could use to upload a pic of the poster to the department’s Facebook page. And they did exactly that, creating a social media storm as ordinary people were given a voice to demand the education that their children deserve.



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