JCDecaux Africa believes it is essential to give back to the community and the cities in which it operates. One way this is achieved is through the impact and value of using out of home advertising as a platform to educate and raise awareness. JCDecaux Africa supports several charities and social causes, in the field of child welfare, health, education, medical research, equal opportunity, environmental protection and culture. JCDecaux Africa supports social causes by donating hundreds and thousands of Rands every year in media space.
JCDecaux Africa recently worked with Shared Value Africa Initiative on a GBVF (Gender-Based Violence and Femicide) campaign, which aimed to stimulate social conversation and highlight the lasting impact GBV has on society. SAVI is a pan Africa NPC organisation; whose mission is to bring together businesses and business communities from across Africa in support of a host of social causes and initiatives.
The campaign was initiated by #ITSNOTOK Movement, an organisation which aims to raise awareness, change behaviours, mobilise communities, and address social attitudes, by promoting communities to speak out against GBVF. The #ITSNOTOK Movement believes that such a cause requires a change in our social structure, by sharing pivotal messaging that GBVF is not OK, cannot be accepted or tolerated.
The campaign has become more topical in recent times, with the increased number of cases and incidents highlighted in the media. SAVI and #ITSNOTOK Movement, are trying to sustain visibility and to simulate conversation, leading up to Woman's month, and the start of 16 Days of activism which commences on the 25th of November.
The campaign will run for three-month via JCDecaux Africa's national Roadside Digital Network and a host of Citilites, reaching diverse consumer segments and communities. The #ITSNOTOK campaign is estimated to reach in excess of 3.2 million adults, delivering 49 million impressions over a period of a month. Out of home advertising can address a host of different communication goals. In the case of #ITSNOTOK, JCDecaux Africa was able to lend the platform, to engage in much needed social discussions.
(Source: ROAD15/16/17 pre-COVID19 audience figures)