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Being part of a global industry leader, JCDecaux Africa always looks to international trends to convey to our local clients. We were inspired by the work done by international brands who adapted their logos to promote social distancing, thus the Unity Initiative kicked off!
Being part of a global industry leader, JCDecaux Africa always looks to international trends to convey to our local clients. We were inspired by the work done by a host of international brands who adapted their logos to promote social distancing and these progressive campaigns featured internationally via the JCDecaux network.
Our idea was to promote, through the positive power of communication, a message of working together to overcome these challenging times. We asked brands and companies to adapt their logo to include their national flag and to share a positive message, one which highlights working together in Unity.
The campaign featured a broad range of brands and companies of all sizes, from TNT Brewery, a local microbrewery in South Africa to Afro Egypt Engineering, a design and construction company specialising in aluminium and tampered glass products in Zambia.
Large media agencies such as “The MediaShop” and “Posterscope” as well as large organisations such as Tiger Brands and Clover also supported this initiative, all with creatives that encapsulated a message of positivity and togetherness.
The campaign ran for two months, with over 200 brands, coming together in unity, covering nine countries, through our extensive network of roadside digital billboards throughout Africa. Additionally, it was promoted daily through our social media and LinkedIn pages, to extend exposure for the brands who supported the initiative, showcasing the noteworthy synergy between online and OOH platforms.
The Unity initiative monthly reach was over 2.9 million adults 15+, with an average frequency of 16, delivering over 47 million impressions in South Africa. With a further estimated reach of 16.9 million adults 15+ across the other eight markets in which JCDecaux Africa operates.
Doing the right thing is part of the culture and values of JCDecaux Africa. We feel that working together, playing our part, and trying to help in any way the many people impacted during these challenging times is essential for rebuilding our economy and wellbeing of our nation.