With the objective of promoting a healthy lifestyle within SABC2's QBase 28 teenage viewership, The national broadcaster briefed production studio Masters & savant Worldwide to developed an integrated public service announcement campaign to educate the audience on the benefits of safe social behaviour.
Says M&S JHB MD Roger Smythe, "Using the concept of teenagers talking about certain behaviour prevalent in todays society, like sexting and drug use, we used simple animated 2d doodles and typography to visually demonstrate their conversation about such behaviour and the possible risks."
"This TV campaign was then extended to radio and print. The approach was to keep it simple but effective is a style that the target audience would find cool to watch, read and listen to - so the message would be better received. The overall result was a PSA campaign that creatively communicated a message through an innovative collaboration of design, typography, animation and the spoken word," concludes Smythe.
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