CASE STUDY: SIYAYINQOBA BEAT IT!
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- Robert Ryan
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1 CASE STUDY: SIYAYINQOBA BEAT IT! Joom has provided comprehensive design, campaign management and print production services to non-profit organisation Community Media Trust and their brand Siyayinqoba Beat It! in the following areas: MEDIA CAMPAIGN 2. WEBSITE AND E-NEWSLETTER 3. DVD SERIES - DESIGN & PRODUCTION 4. PRINT PRODUCTION 5. ONGOING BRANDING REQUIREMENTS 6. DESIGN OF NEW CMT LOGO MEDIA CAMPAIGN MEDIA CAMPAIGN Siyayinqoba Beat It! required assistance in planning and executing a multi-million rand awareness campaign in support of the 2008 series of their HIV/AIDS television show. Joom was responsible for the following aspects of the media campaign: Media planning and buying Print production Co-ordination of partners and suppliers Logistics Reporting In terms of production, we handled all of the below elements: Newspaper advertisements: 28 advertisements across three newspapers and two languages Radio advertisements: 288 advertisements across eight stations and five languages SMS competition: four prize lines running for six months each with ten weekly winners Branded matchboxes: 200,000 branded jumbo-sized matchboxes Wristbands: 1,000,000 customised rubber wristbands Flyers: 500,000 die-cut flyers attached to the rubber wristbands Commuter media: taxi, train and taxi rank advertisements and promotions
2 2. WEBSITE AND E-NEWSLETTER Joom created a new website and e-newsletter for Siyayinqoba Beat It! in The comprehensive site allows Siyayinqoba to update the content themselves with a sophisticated but easyto-use content management system. You can visit the site at
3 3. DVD SERIES DESIGN & PRODUCTION Siyayinqoba Beat It! produces a non-broadcast DVD series that provides detailed HIV/AIDS treatment literacy information. Joom created cover designs for the series, has created a colour-coded range of versions for different languages and is currently working on creating a portable folder for easy transport of the series. We have also handled the print production process through several runs of varying sizes across several languages.
4 4. PRINT PRODUCTION Siyayinqoba Beat It! produces a wide variety of printed material, including: Treatment literacy pamphlets Pamphlets promoting the organisation to funders Training manuals DVD cover inserts PMTCT clinic cards Business cards Promotional posters And many other items Joom has assisted with the print production of all the above materials, in terms of: Advising on suitable papers and print processes Sourcing the most favourable print quotes from a wide network of top-quality printers Ensuring that artwork formats are correct according to the printer s specifications Signing off proofs Handling logistics e.g. delivery of large volumes of printed items to various locations around the country or even internationally, or liaising with mailing houses to ensure timely receipt of items for inclusion in mailings
5 5. ONGOING BRANDING REQUIREMENTS Joom designs and produces a wide range of branded items for Siyayinqoba Beat It! on an ongoing basis. Below are some examples of branded items designed and produced by Joom: Branded stationery packs for peer educators in schools T-shirts Fleece tops Caps We have also produced several other elements, including: Bags and satchels Hanging banners Teardrop banners Backdrop banner walls for the new live TV show
6 6. DESIGN OF NEW CMT LOGO Community Media Trust asked Joom to create a new logo, and the result was a fresher, more relevant and meaningful brand, with a link to Siyayinqoba through a common colour: OLD LOGO: NEW LOGO [VERSIONS ON BOTH BLACK AND WHITE]: We also designed new CMT business cards, signatures and letterheads.
7 MEDIA CAMPAIGN For the 2009 media campaign in support of Siyayinqoba Beat It!, Joom was asked to provide design and creative direction in addition to the campaign and print management services we provided in The creative component included: Initial concept and headline Copy Direction of photo shoot Design of all advertisements and campaign material We proposed the concept Get Informed, Get Involved for the campaign. This tied in to the new format of the show whereby young community journalists were now featured instead of an in-studio support group. The active, dynamic sense of these young people going out into communities and taking an interest in finding out more suggested to us that the campaign should position them as positive role models. The line also tied into the existing Siyayinqoba Beat It! line, Protect Yourself, Protect Others and by extension to the TAC line, Get Tested, Get Treated. Joom was once again responsible for the media planning and buying, print production, co-ordination of partners and suppliers, logistics and budget control.
8 REFERENCES Please feel free to contact any of the following representatives of Siyayinqoba Beat It! for a reference: Jack Lewis Director jack@beatit.co.za Lucilla Blankenberg Deputy Director lucilla@beatit.co.za Debbie Kroon Outreach Project Manager debbie@beatit.co.za Siyayinqoba Beat It! c/o Community Media Trust 156 Main Road, 1st Floor, Muizenberg, 7925 Tel: Fax:
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