Political refreshments

Elections Campaign
The brief required to conceptualise a campaign where we would have to encourage South Africans to
vote during the general election weekend.

Print advert No.1This print advert is of a woman walking on the street with a man walking behind her who has
seen that she dropped her bag and proceeds to give it back to her without grabbing it and running
away. This shows that with a stricter way of dealing with crime in the policing system,
crime would lessen and also have an impact on the behaviour of criminals. This advert is targeted
at the English-speaking community to give them hope to vote for a party that could
change the system. This would be published in the YOU magazine. (Images were my own
sources, the IEC logo was found on www.google/images.co.za.)

Advert No. 2


This advert is of a woman who has dropped her car keys and proceeds to look for them in her
handbag. A man finds them and gives them back to her. This portrays how if the crime rate
were to be reduced, there would be fewer incidences of hijacking of cars etc. The copy reads:
“Together we can change our country” and “Have your say and vote on 22 June to change the
policing system”. This gives the reader the perception that this change can only be made if
they vote. This advert would be placed in the Y MAG (Images were my own sources, the IEC
logo was found on www.google/images.co.za.)

Print advert No.3
This advert is of a taxi driver who is letting a woman driver through ahead of him instead of
cutting in ahead of her. This shows how the traffic laws of the road can be changed by electing
a party that could bring stricter controls on the system. The taxi drivers would become more
considerate which would bring about the change in their behaviour. The copy reads “Together
we can change our country” and “We all know how rude taxi drivers can be but your vote
on 22 June can help change the traffic laws”. This advert would be placed in the Huisgenoot.
(Images were my own sources, the IEC logo was found on www.google/images.co.za.)

Alternative Advert
The brand activation point is a parking ticket that represents how bribery within the police
department can be eradicated. The ‘ticket’ reads “No bribery will be accepted” which
shows the audience that change can be made within the police department if they vote in
the elections. This would be a fake ticket that will state on it at the bottom that it is an advert
only and will be placed in two universities e.g. WITS and University of Johannesburg
on the cars of youths (18 to 22 year olds). (The images were found on www.istockphoto.
com and the IEC logo was found on www.google/images.co.za.)
By using the concept that “together we can change the country” I am instilling a sense of
hope in the audience that by having a say in the elections they can make a difference

Radio advert 1

Client: IEC (Independent Electoral Commission) FV/01: Jessica

Product: To vote in the Elections MV/01: Tebogo

Copywriter: Anna-Marie Skouras On Air Date: 9 April

Duration: 37” Station: 5FM Deadline: 9 April

SFX:

Sounds of a car being driven

SFX:

Car stops, sounds of car being locked and immobiliser switched on

MV01:

“Hi ma’am, can I wash your car? Is only R20. Please mama!” (desperate tone)

FV01:

“No thank you. I don’t need my car washed today.” (irritated tone)

SFX:

Walking (loud lady’s footsteps) on concrete floor

MV01:

“Ma’am!”

FV01:

“I said NO! I don’t need my car washed!”(very annoyed tone)

MV01:

“Eish no, ma’am, you drop your purse, I give it back!”

FV01:

(Stunned, surprised) “Oh why, thank you very much!”

ANNCR:

“Together we can change our country.

Have your say and vote on the 22 April. ”

Radio advert 2

Client: IEC (Independent Electoral Commission) MV/01: Mick

Product: To vote in the Elections MV/02: Nelson

Copywriter: Anna-Marie Skouras On Air Date: 9 April

Duration: 48” Station: Jacaranda Deadline: 9 April

SFX:

Sound of car being driven on the road.

SFX:

Sound of police car siren

MV01:

“Oh man, not again!”(frustrated tone)

SFX:

Sound of heavy footsteps walking on a concrete road

MV02:

“Sir, are you aware that you went over the speed limit of 60 kilometres per hour?”

MV01:

“I know, I’m so sorry officer, I’m very late for a meeting and . . . . .” (apologetic)

MVO2:

“Sorry Sir you must pay R300 by the 9th June” (stern)

MVO1:

“I have the money with me now..can I not give it to you?” (pleading)

SFX:

Sound of paper notes (money) being rubbed together

MV02:

“Sir, we don’t take bribes!” (assertive, annoyed)

ANNCR:

“Together we can change our country.

Have your say and vote on 22 April to change the policing system”