A real shack-dweller from a South African informal settlement explains, in his shack, that he has waited 18 years for a government house. His disappointment is clear when he compares how many government ("RDP") houses could be built with the money that the government has chosen to spend instead on a "security upgrade" to President Jacob Zuma's house in 2013. By having the person directly affected by government's misallocation of funds give the statistics, we demonstrate how the numbers in Business Day's editorial content effects the people of our country.

Our three TV ads were flighted in short, heavy bursts, one after the other. We did not flight all three at once, as we expected government backlash and possible censorship. The plan being that if one of our ads got pulled from TV, we had another at the ready. During these short bursts, we supported our ads with bought and earned social media support, resulting in a combined total of 250 000 Youtube views (a LOT by South African standards) in the first few weeks. We also had Business Day's editor in chief, Peter Bruce, engage in radio debates, interviews and with the public via Twitter, about the campaign, its message and its merits.

Our campaign sparked heated (almost entirely supportive) conversation online and in print. It trended on Twitter, featured on numerous media platforms and received more than 250 000 Youtube views in the first month (a very high number by South African standards). A rival paper gave us a prestigious award and Government (who often discredit subversive media) did not try to dispute our content’s legitimacy.