SAB - Be the mentor
Underage drinking is one of the most pervasive and common issues in South Africa, transcending race, gender and class. A recent study found that almost 50% of South Africa’s youth had experimented with alcohol before turning 18. The broader effects of youth alcoholism affect education, the economy and most importantly the youth and their future.
To help South African Breweries combat the influence of underage drinking, we launched Vuka, a short film to coincide with the festive season. The film is an element of
Describe your entry below in 350 words or less. Provide as much detail as necessary to
assist the judges in understanding the work, its
intended purpose and its relevance to
the category entered. Where possible include reference to the judging criteria:
Innovation; Execution; and Relevance to the brand, target audience and chosen media.
SAB’s 18+ Be The Mentor programme which is based on the premise that teens and young adults are more likely to learn from and relate to someone closer to them in age as opposed to a parent. As such, a mentor is more likely to bring about change.
Generally, it’s difficult for a brand to affect behavioural change that’s so deeply linked to addiction, and to try and reach the youth with this message is even more challenging. Often, teens need to make a mistake themselves before they learn anything from it. This is why mentorship, and the passing on of hard-learned lessons, is pivotal to reaching at- risk teens.
Putting mentorship at the centre of our execution, we wrote a short film about the life of a man whose
alcohol-fuelled decisions lead him down a very dark path in his youth. We drew on real-life events from mentors that signed up to our Be the Mentor programme, and we created Tebogo, a character that represented a daily reality for so many South Africans. We then selected young actors to audition for the role of Tebogo. Turns out it was a role that they played too well.
Watch the case study here:
https://www.henno.co.za/portfolio?pgid=iqtuyfne-2f2f2fd8-26e1-4170-ade7-bcc0258e0795
Agency: Joe Public United, Agency Art Director: Shalisha Hira, Henno Reyneke, Agency Producer: Wendy Botha, Animation Company: N/A, Animator: Jiri Miovsky
Art Director/Stylist: Adi Koen, Brand Representative (Client): Pranisha Maharaj, Reece Martin Chief Creative Officer: Pepe Marais, Xolisa Dyeshana Cinematography: Fabian Vettiger
Creative Director: Markus Botha, Editing Company: Post Modern, Editor: William Kalmer, Executive Creative Director: Roanna Williams Film Director: Zwelethu Radebe
Film Production Company: Egg Films Music Composer: Grant Booth
