HelloFCB+ has been awarded the Western Cape Government (WCG) marketing communication account. This is the second time the agency has pitched for and won the business. They also launched the #CommitToFinish campaign.
HelloFCB+’s Executive Business Director, Nadja Srdic said, ‘This is a very emotional win for the agency. It’s a very meaningful account for us. The work being done to build the province matters a great deal, and we take our role very seriously. We’re delighted to retain the business and are looking forward to continue to drive positive change for the benefit of all WCG citizens.’
With the school year disrupted as the world battles the coronavirus pandemic, the Western Cape Government Department of Education is urging the 2020 matric class not to give up with its #CommitToFinish campaign.
Created by HelloFCB+, the campaign strives to inspire learners to make a commitment to themselves to finish their 2020 matric year by showing them that it is something their future selves will look back on and thank them for.
The campaign, which shows three matric learners sending a thank you message to themselves as the aging effect used on their faces makes it appear as if it were their older selves speaking, also invited learners to make a commitment to themselves to finish their matric year and help inspire others to #CommitToFinish too.
Western Cape Minister of Education, Debbie Schäfer said, ‘Every year, after the mock exams, we find our matrics sometimes get demotivated if they don’t do as well as they should. Of course, with this year’s added stress of Covid-19 and school closures, and so on, it’s even more difficult. The intention is to encourage them to not give up on themselves.’
‘We certainly proved our responsiveness and agility during all stages of the Covid-19 pandemic, having to respond to real-time data and analytics, adjusting our communication strategy and creative as the pandemic and its impact progressed,’ added Chief Creative Officer, Mike Barnwell.
‘We wanted to remind matric students that although they might not be motivated to finish their school year now, someone will be very thankful they did in the future – their older selves,’ said Barnwell. ‘Our human insight led us to the idea of using an ageing app that teens already use for fun to share this essential message and then personally commit to finishing.’