What happens when speaking out against corruption makes you a traitor rather than a hero? That question sits at the heart of the Impimpi-impempe campaign developed by Avatar Agency Group in collaboration with Corruption Watch.
Impimpi-Impempe demonstrates the power of bold South African creativity to challenge perceptions and amplify social issues (Image source @
Daily Maverick Daily Maverick Built around the distinction between impempe (whistle) and impimpi (informer/sellout), the campaign challenges the stigma surrounding whistleblowers, who are often branded as traitors for exposing wrongdoing.
Rather than relying on conventional awareness messaging, Avatar used language, sound and provocative storytelling to turn a complex social issue into a compelling creative idea.
Impimpi-Impempe has contributed to wider conversations about accountability and the importance of supporting those who speak out against corruption.
Its message has also featured in public mobilisation amplified by campaign ambassador Tumi Sole, demonstrating how a memorable creative idea can find relevance beyond its original execution.
For Mo Lentsoane, executive creative director at Avatar, the campaign reflects the importance of applying creative ambition to work that addresses serious societal challenges.
Creativity to confront difficult societal issues
The campaign recently received a Silver Loerie for Radio Station Commercials and a Craft Certificate for Radio Crafts – Performance at the 2026 Loeries, alongside nine finalist recognitions.
The accolades recognise more than outstanding radio craft.
They highlight the ability of South African creativity to confront difficult societal issues through culturally relevant storytelling, powerful performances and ideas that resonate beyond traditional advertising.
For Nash Koosialee, managing director of Avatar Agency Group, the recognition reinforces the agency’s commitment to combining creative excellence with meaningful social impact.
“This campaign offered us the best of both worlds – a message that all South Africans needed to hear and the requirement to make sure that creativity translates to a message well-communicated.”
The recognition marks an important achievement for Avatar and its collaborators, demonstrating that work addressing serious social challenges can compete at the highest levels of creative excellence.
Credits
Agency
Avatar
Client
Corruption Watch
Creative partners
Urban Zulu
Daily Maverick
Makhafula Vilakazi,
Marcus Wormstorm
Wonga Music
Chocolate Tribe
All creative contributors contributed their expertise on a pro bono basis
