Plan (a) use the context its media space as a fundamental part of the strategy. Using the idea of rolled architectural blueprints and bringing it into the traditional press ad media space (paper to paper), we created a press ad with real world utility that can physically be submitted directly to council for approval as a page just like a common architectural plan. Once approved it can be used to build off of by a builder using the detailed plan and information included on the double sided press ad spread. Making the media an essential part of the creative solution.

+100 homes have been demolished by local government within underprivileged communities in South Africa. Due to a lack of government housing support people are building their homes without council approval, with legislation stating approval is only granted if planned by a registered professional. A cost out of reach for the majority.

AfriSam, a leading cement brand in South Africa wanted to help by finding a way to democratise the right to build and raise support in the process.

By identifying the behavioural insight within these communities of using grocery store broadsheet press ads found in free targeted community newspapers as reference in-stores as they shop discounted products, directly helped us identify our media choice.

If this audience is using the physicality of a press ad to shop for deals in-store, why wouldn’t they use the same behaviour to potentially build a home in a way that won’t get demolished?

Through legislative research we discovered that home builds can be approved by council through certified architectural drawings. This finding saw us turn our traditional press media space into a distribution channel for low-cost home build plans that democratises the right to build a home through open-source architecture for the underprivileged.

Plan (a) is a traditional press ad with real world utility, using the idea of rolled architectural blueprints and bringing it into press – paper to paper. This press ad can be submitted directly to council for approval, and then used to be built off of by a certified builder – legally.

Through further research we ensured Plan (a) is a low-cost, low-material use plan that is designed to be built in modules. Through its modularity, multiple home configurations can be built off of one plan, understanding the needs for different families further considering its scalability and accessibility to many.

We directly targeted the underprivileged black communities being affected or who could be affected by local government demolitions of unapproved home builds.


We needed to help democratise the right to build homes for these communities and ensure:

Accessibility

Using Africa's most available medium, we directly targeted free community newspapers that are mailed/handed out to residents. These targeted community newspapers are distributed as a free public service by the same local governments demolishing homes in their areas. Getting government to help out, with them even knowing it whilst distributing our open-source architectural plans exactly where homes are being demolished.

Utility

These press ads can be physically submitted for council approval and then built directly from by a qualified builder. With all the necessary information needed on one page, we ensured our media was always a double-sided centre spread which acts as a single page that can be taken away with ease.

A press ad with real world utility. We partnered with BlackStudio Architects whose purpose is " To seize the opportunity for black spaces to be converted into sites of high productivity", and created a low-cost, low-materials use home build plan that can be built in modules. This means the plan can produce varying home configurations from a 1 to 3 bedroom home, all depending on a home builders family size, land availability or future expansion needs.

Plan (a) is an ongoing initiative implemented through 11 targeted community newspapers that are distributed as a free public service by the same local governments demolishing homes in their areas, getting government to help out without even knowing it. Our media space covers both sides of a centre spread for all the necessary building information to be including on a single page that is easily taken away, seeing +500 000 distributed thus far.

Discovering that council approvals can be achieved through architectural drawings, we distributed low-cost home build plans as targeted press ads. Getting +500 000 plans directly into the hands of those who live within the neighbourhoods where homes are being demolished, as well as additional underprivileged areas which see a rise in informal home building.

Plan (a) mobilised a conversation within human rights groups across the country, seeing our press ads featured in multiple online and social media discussions reaching +14 000 000 media impressions.

This awareness has subsequently raised +$57 000 for those who have had their homes demolished by government to help them rebuild using Plan (a).

AfriSam and BlackStudio have also been contacted by the Department of Economic Development (a government department responsible for development in Johannesburg and other areas) to discuss the initiative and ways it can be used in the future as a government funded initiative.

Due to the lack of digital resources within these underprivileged communities, physicality is king. We knew if we really wanted to democratise the right to build using open-source architecture, we would need to get these plans directly into the hands of our audience in a format that could be physically used to submit for council approval and on-site building. The use of press has allowed us to not only be accessible, but targeted too.

Press as a channel was fundamental to the technical mechanics needed for the success of this initiative and would have been compromised using any other channel.

Over the past 30 years South Africans have dreamed of progress and a better life, having ended the oppressive apartheid era through democracy. However, the promises of the past have yet to come to fruition as their needs as people are left unmet. Seeing government figures live in elaborate opulence with tax payers money, with a single(1) government officials home build cost recorded that could have funded home builds for over 600 underprivileged families has shown where priorities lie. This has grown a temperament of self-survival within these communities to make things happen for themselves. It is due to this hardship and stedfast behaviour that has seen over 100 families (with the threat of more) lose their homes and life-savings in ironic demolition. 'Build this ad' is not just a direct solution to build a home without risk, but a call to continue in the pursuit of a better life.