On Thursday, the 17th of January, FNB launched their 2013 brand campaign, ‘You Can Help’, with a commercial that was broadcast live across various channels and streamed online, all in real time. A first for South Africa. In the four months leading up to the live broadcast, they conducted a nationwide survey and spoke to over 1600 primary school, secondary school and university students to understand how our youth feel about our country and our future. The ad is a message from the children of South Africa spoken by 17 year old high school student Kelly Baloyi at Naledi Secondary School in Soweto.
According to a Mail & Guardian article, the ANC and ANC Youth League have criticized the campaign saying it borders on treason. ANC spokesperson Keith Khoza is quoted in the piece as saying, “This isn’t an advert – it’s a political statement. An attack on the president, his ministers and government as a whole.” Find the full M&G article here.
How it was made: