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Company: Inzalo Communication, Johannesburg, South Africa
Company Description: Inzalo Communication is aN award winning successful public relations agency led by Bridget von Holdt. It was rated among the top 20 public relations and event management consultancies in South Africa in 2010. Bridget was voted top 10 most influential public relations practitioners in South Africa by The Annual 2009/10.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (Under $10,000 / € 7,000)
Nomination Title: Nelson Mandela Day 2010
Tell the story about this nominated campaign since 1 January 2010 (up to 500 words). Be sure to cover the genesis, development, performance, and results of the campaign.
Inzalo Communication was appointed to create an awareness and spread the “Nelson Mandela Day” message to the South African public and the rest of the world. We developed and implemented an effective awareness campaign that utilised the print, online and broadcast mediums both locally and internationally.
Nelson Mandela Day 2010 was focused on educating the world on socio-economic issues. As part of the communication strategy, our objectives were as follows:
1.Educate, encourage and inspire South Africans and the world to make everyday a Nelson Mandela Day.
2.Create an international movement for good, which recognises that positive change begins with small, selfless, individual actions.
3.Launch the campaign 67 days before 18 July to the Cape Town, Durban and Johannesburg media.
4.Encourage corporates, government departments, NGOs and general public, locally and internationally, to use their platforms to spread the message of Nelson Mandela Day
5.Empower our target market to participate in Nelson Mandela Day campaign.
Our target market consisted of:
• Large local and international corporations
• National and provincial government
• Embassies
• The office of the Minster in the Presidency
• NGOs
• National and international media
• Professional Associations
• General public globally
The campaign was launched to media on 12 May 2010; 67 days before Nelson Mandela Day on 18 July, in three cities and three charity organisations:
• Cape Town – SACLA Aids Response
• Durban – Streetwise
• Johannesburg – Tshepong Stimulation Centre
Inzalo indentified their urgent needs and more importantly identify the needs that could be addressed in 67 minutes. The aim was to give the media a first-hand experience of what Nelson Mandela Day was build on by providing them with action-based activities. Media would donate 67 minutes doing something that would add value to their “Mandela moment.”
Media launch attendance: (Based on the confirmed media attendance list which Inzalo received from the Nelson Mandela Foundation)
Johannesburg: 75
Cape Town: 10
Durban: 6
Print Media Coverage: In the local newspapers, events such as the launch, the launch of the Nelson Mandela International Day Exhibition at Maponya Mall, the “Biker’s Ride for Nelson Mandela”, The Annual Nelson Mandela Lecture and events on 18 July; were reported on a large scale.
Television Media Coverage: South African soapies incorporated the Nelson Mandela Day campaign into their storyline. The Morning Live (morning news program) presenters wore Nelson Mandela Day t-shirts. They also had insert features on Nelson Mandela Day activities. Throughout June and July, SABC channels, and e.tv broadcasted a Nelson Mandela Day advert during their early morning slots.
General Media Coverage: During the 2010 Soccer World Cup, the Nelson Mandela Day message was aired around the fields in all the games, including the opening and closing matches. International media also covered the events that took place in their countries.
Measure by stakeholder participation: More than 20 of the top companies ran employee volunteer schemes undertook Mandela Day initiatives. According to the Nelson Mandela Foundation, over 650 000 people received benefit.
List hyperlinks to any online news stories, press releases, video clips, work samples, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://en.mandeladay.com/News/bikers-for-nelson-mandela-day-id=524.aspx
http://www.womeninc.co.za/Front-Page-Article/nelson-mandela-day-2010-67-minutes-to-make-a-difference
.html
http://www.info.gov.za/events/national/mandeladay.htm
http://www.timeslive.co.za/iLIVE/article554104.ece/Mandela-Day-should-be-rallying-point-for-SA
http://www.safarinow.com/destinations/africa/events/Nelson-Mandela-International-Day-2010.aspx
http://www.capetownmagazine.com/2010-world-cup/International-Nelson-Mandela-Day--a-gift-to-the-world/
67_22_17454
http://www.genderlinks.org.za/article/nelson-mandela-day-2010-photo-gallery-2010-07-23
Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this nominated communications program:
InZalo Communication’s services include public relations, event management, strategic planning, media relations, stakeholder relation programmes, investor and financial communication, marketing, advertising / advertorial resources and writing.
With InZalo Communication’s team of dedicated professionals, we can strategically plan and implement high-impact communication programmes for clients.
We will provide the strategic development fundamental to a successful communication programme - which includes an integral understanding of client’s business, their position in the industry, industry trends and the current climate of communication.
InZalo consistently rates among the top South African public relations and event management consultancies in Finweeks’ yearly AdReview.
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