The Brand: Each One Teach One
The Brief: Create a campaign that utilises Radio, Digital, and Print, to raise awareness on the current state of illiteracy in South Africa.
The Insight: Most - if not all people - view illiteracy simply as the inability to read and write. In truth, few people realise that this is just the tip of the iceberg. Being illiterate prevents one - to an extreme extent - from bettering one's own life and/or the circumstances around oneself. It truly is a full-on brick wall which one cannot pass until becoming literate.
The Solution: Create a campaign centered around the premise of Each One Teach One and the Initial Teaching Alphabet to raise awareness of the issue at hand, whilst creating a space in which literate people can easily teach the illiterate.
