M&C Saatchi Abel Cape Town & Johannesburg, South Africa Full Service

M&C Saatchi Abel Case Studies

Title "Stop Judging. Start Helping."
Agency M&C Saatchi Abel
Campaign Stop Judging. Start Helping.
Advertiser WHEAT
Brand WHEAT
Date of First Broadcast/Publication 1/2013
Business Sector Institutional/Public Interest/Non-Profit Org.
Problem

• South Africans have become apathetic towards people asking for donations – there’s not a street corner or a parking spot these days where one would not encounter yet another desperate plea for money.
• The advertising space donated to WHEAT were mainly in lifestyle & fashion titles, aimed at women. The typical “please donate to this worthy cause” messaging would easily become wallpaper in an already cluttered (and somewhat superficial) environment. 

Story

We identified 3 famous South African women, who have been stereotyped through their career, to use their status in magazine environments where they would usually appear. Only this time, their exposure came with a very surprising message, addressing the stereotypes they are known for.

We used this superficial environment of beauty, glamour and style within the magazine to shame other women into participating and supporting a worthy cause. They could do this by means of a simple sms donation.

Philosophy

The concept of the campaign relied solely on the power of provocative headlines to capture the attention of the reader. The 3 selected female celebrities had to agree to address their stereotypes head-on. No euphemisms, no compliments, as without these thought-provoking words, the campaign would merely have resulted in typical “celebrity/fashion wallpaper” executions – nothing to remember or take note of.

As a result, each execution then highlighted the very judgmental nature of women and inviting them to Stop Judging, and rather Start Helping. Examples of bold headlines used:
• Minki vd Westhuizen: BIMBO. Fake. Shallow. Vain. Call me what you like. I go to bed at night knowing that I support other women. Stop Judging. Start Helping.
• Christina Storm: MEDIA WHORE. Self-Obsessed. Insincere. Drama Queen. To me your labelling doesn't make a difference. But the support I give other women does.
• Khayi Mbau: BITCH. Man-crazy. Publicity-Hungry. Gold digger. I've heard it all. While you're busy calling me names, I'm busy helping other women. Stop Judging. Start Helping.

Following these provocative headlines, the bodycopy then explained more about WHEAT and asked readers to help make a difference by donating via sms. 

Result

We identified 3 famous South African women, who have been stereotyped through their career, to use their status in magazine environments where they would usually appear. Only this time, their exposure came with a very surprising message, addressing the stereotypes they are known for. The following 3 female celebrities featured, agreed to participate in our campaign for free:
• Minki vd Westhuizen was voted FHM 100 Sexiest Women in the World poll by South African FHM readers and in 2003 she was even voted the most popular pin-up girl by US troops serving in the Iraq War
• Christina Storm is a famous TV Actress, model and even reality series contestant
• Khanyi Mbau is a self-made socialite, TV acress and talk-show host. 

Soon after the campaign broke, the Client informed the Agency that they received donations (directly as a result of the print advertising) to the value of R80,000 already.
Unfortunately this was not tracked further, as WHEAT started implementing the sms codes on all their various channels to drive donations - and as a result the print component could not be isolated from the rest of their donation activities. 

Tagline Stop Judging. Start Helping.
Media Type Case Study
Length207 seconds
More Information http://www.wheattrust.co.za
Executive Creative Director Mr. Gordon Ray
Creative Director Ms. Sonja Fahn
Art Director Ms. Sonja Fahn
Copywriter Ms. Kayli Vee Levitan
Copywriter Carien Eloff
Producer Mr. Bronwyn Henry
Account Manager Ms. Sarah McDonald
Business Director Mr. Wouter Lombard
Photographer Ms. Gerda Genis

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