Cannes Lions

PROJECT SPACE

JOE PUBLIC UNITED, Johannesburg / ONE SCHOOL AT A TIME / 2015

Case Film
Supporting Content
MP3 Original Language

Overview

Entries

Credits

Overview

Description

80% of South Africa schools are rated dysfunctional. One School at a Time is intent on fixing this. Almost half of the school children are parentless and poor. It's hard for them to be positive about themselves or their futures.

OSAAT wanted to inspire children to feel like they can achieve no matter where they come from.

We got cosmonaut, Gennady Padalka to record a message in the ISS, inspiring the children of Forte High School to follow their dreams.

We then broadcast it on Radio 702, to the classrooms at Forte High into which we placed radios tuned in to 702.

The children then listened to him talking directly to them.

The director of OSAAT was in the 702 studio and spoke about the project.

Post the broadcast video footage of the recording was posted online for people to watch.

The campaign generated earned media of 2 million on no budget.

Execution

On Friday, 17 April 2015, the Forte High school was set up with radios in order for the children to listen to Gennady Padalka’s message from space. The radio broadcast from Radio 702 was coordinated in such a way that it would be a surprise to the children once they heard John Robbie (Talk 702 host) and the Russian Cosmonaut speaking specifically to them.

Major media publications attended the broadcast and captured the children’s awed expressions as they hear the message.

The radio broadcast started with an announcement on Radio 702 by John Robbie, followed by the event, which lasted for one hour where the kids tuned in to Radio 702.

The event was followed by a vigorous process of seeding and syndicatons to media, for another week, in order for OSAAT’s Project Space to be published in major newspapers and aired on other broadcast media

Outcome

Published in over 28 print and online media platforms (locally and internationally).

Broadcast on three radio stations.

Total audience reach over 7,7 million.

Total PR value of R1, 782, 339.00 (off no budget).

The campaign resulted in engagement on OSAAT’s Twitter page to increase from zero engament to 136 055 accounts reached and 268 799 impressions made with @OSAAT_SA and #RFTS.

Key message: Reach for the stars 3495 mentions.

Aired the news on TV.

No unfavourable mentions.

112, 006 Twitter impressions made with @OSAAT_SA.

Followers increased by 36% in 1 day

And 1800 inspired children

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