Client overview:
Cape Town International Airport is the most award-winning airport in Africa and the second busiest airport in Southern Africa. The route between Cape Town and Johannesburg is the 9th busiest route in the world.
Problem:
On the 18 July, South Africans and the rest of the world celebrates International ‘Mandela Day’. In South Africa, businesses and individuals need to donate 67 minutes of their time to giving back to their communities. The significant of 67 minutes resembles the 67 years Nelson Mandela fought for social injustice in South Africa.
Cape Town International Airport was looking to do something significate for Nelson Mandela Day and needed a creative strategy to make a long-lasting impact for years to come.
Solution:
We developed a campaign that would leave the long-lasting impact in the hearts and minds of everyone involved. The airport ran a competition with the disadvantaged schools in the area. They asked students to write a one-page letter about what Nelson Mandela did for the country and to put a collage together of pictures of him.
The airport selected the top 67 learners and invited them to spend the night on Robben Island (where Nelson Mandela was jailed for 27 years) to learn the history of the country. While on the island, the learners planted an apple tree which was symbolic of where Nelson Mandela used to hide his notes to other prisoners.
After Nelson Mandela Day was over the letters and the collages from the learners was erected at Cape Town International Airport for everyone to see.
Result:
Normally businesses and individuals donate 67 minutes of their time to help out. In this instance, we wanted to make sure that this initiative made a lasting impact on the lives of others.
This initiative was voted the 6th best initiative in the country and positioned the airport as a good socially responsible company. Lastly, the impact that this event had on the learners will continue for years to come as there is a legacy both at the airport and on Robben Island.
Moving forward:
Cape Town International Airport continues to be voted the most award-winning airport in Africa. This campaign has helped to change public perception about the airport and position the airport as community-focused.
Who is Got Legs Digital:
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