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,Â ”This isnâ€™t an advert â€“ 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: