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Promoting South African Heritage Among Youth
1.
2.
3. Purpose
● Promoting our collective South African heritage
● To allow every young person to easily access credible information about
South Africa in their home language
4. Objectives
● To showcase South Africa’s heritage
● To raise awareness of the website as an educational tool among more
learners, teachers and parents in South Africa
● To develop a sense of pride in our heritage among youth
● To promote social cohesion and cultural awareness
5. Programme Concept
● Insightful and interactive storytelling session covering a specific topic or
theme
● Presented visually with well-researched facts and exceptionally high quality
images
● Delivered in short (40 min) sessions
● Delivered in any of South Africa’s 11 official languages
● Targeted at youth across South Africa
● Group size up to 100 pupils
6. Example of Key Topics Covered
● Our people - icons that helped to shape our democracy and society at large
such as Nelson Mandela, Albertina Sisulu and Peter Magubane
● Natural heritage - including wildlife, birdlife marine life and our World Heritage
Sites
● Culture - the unique cultures and customs of various cultural groups in South
Africa
● Art - unique South Africa and specifically African-inspired art
● Places - from Johannesburg to Joubertina. All the cities, town and villages in
South Africa and what makes them special
7. Benefits
● An informative, interactive and visual lesson on an educational topic related to
South Africa’s heritage in their own language
● Access to a home language educational resource for academic projects and
continuous learning
● A resource that is easily accessible on all devices, from a feature phone to a
desktop computer
● A classroom learning aid that can visualise our heritage with credible, factual
content
8. Cost
● There is no cost to the learner or the school to participate
● All we require from the school is a suitable venue (hall or large classroom)
and electricity
● We provide the rest (projector, screen, sound, etc.)
9. How to Get Involved
● As a learner, you can nominate your school to be visited as part of the
roadshow
● Learners from across the country can also enter the Feed a Mind Competition
● As a parent, you can encourage your child to visit the site regularly to learn
about our nation’s cultural and natural heritage, history, art, places and much
more.
● Anyone who wants to sponsor a child or a school can do so by visiting the
sponsor page on southafrica.co.za
● Businesses can also sponsor schools in their area
10. Southafrica.co.za as an educational tool
● Factual content that can be used for educational purposes
● School projects
● An educational aid for teachers
● Visual with high quality images that accompany the factual information
11. What to Expect from the Platform
● Content categories: people, places, culture, heritage, history, nature, industry
and human interest
● Accurate content written by top authors and journalists
● High quality images from top photographers
● Content in all 11 official languages
● Latest technology - loading time is less than two seconds, optimised for all
devices but built for mobile first
13. Marketing Campaign Idea
Who will this campaign benefit the most?
As a parent, I want to educate my child so that they can reach their true potential.
As a teacher, I need all the resources at my disposal to keep learners enthusiastic
and interested in learning.
Project description:
The project aims to reach 1 million children with interesting and relevant
educational content through a series of [presentations] that also shows
them how to access the content online at southafrica.co.za.
14. Marketing Campaign Audience
Who is this campaign intended to reach?
● School learners
● Parents
● Teachers
Description of our target market persona
● Learners: School going children between the ages of [12-16] with an interest
in growing their general knowledge.
● Parents: Parents with a keen interest in their child's education and future.
● Teachers: Teachers who are looking for additional resources that can assist
them in educating learners [classroom and projects].
15. Crowdfunding/Online Giving - Campaign Idea
Who will this campaign benefit the most?
As a [small] business, I want to contribute to educating our youth because they
are my future employees. We don’t have a massive budget, but can afford
reasonable contributions.
As an individual [parent], I want to give something back that contributes to the
future of our nation. I don’t have much to give, but can afford reasonable
contributions.
Project description:
The project aims to reach 1 million children with interesting and relevant
educational content at a minimal cost of R1 per learner.
16. Crowdfunding/online giving Campaign Audience
Who is this campaign intended to reach?
● Parents
● Businesses
Description of our target market persona
● Parents: Parents with a keen interest in their child's education and future who
want to give something to help underprivileged schools.
● Businesses: Businesses [small and medium sized] that want to support the
education of young people by making smaller,
but meaningful contributions.
18. Talking Points: Teachers / Schools / Parents
Why will our audience care? What’s in it for them?
● Speaking point #1: An educational resource/tool
● Speaking point #2: Can assist in school projects
● Speaking point #3: Unique content on history, nature, culture and art
19. Talking Points: Roadshow Campaign
Why will our audience care? What’s in it for them?
● Speaking point #1: Educational content presented at your school
● Speaking point #2: Interactive and fun live audio visual presentations
● Speaking point #3: Delivered by youth for youth
● Speaking point #4: Factual and relevant (age appropriate)
20. Channel Selection: Learners, Parents & Teachers
Where will this campaign reach our audience?
● Channel #1: Social Media
● Channel #2: Radio
● Channel #3: Television (interviews)
● Channel #4: Flyer distribution at roadshows
● Channel #5: School circulars
● Channel #6: Competition
● Channel #7: Posters
● Channel #5: NGOs who work in schools
21. Social Media
● Social media channels
(Facebook, Twitter, Instagram)
used to promote the roadshows
and create hype around the
campaign
● Use own social media channels
● Target other relevant
groups/pages (teachers groups,
school pages etc.)
● Goal: Drive traffic to the campaign
page on southafrica.oc.za
Radio
● Use radio to reach a national audience
● Make us of SACOZA translators for
interviews
● Raise awareness about the
programmme
○ Nominate your school
○ Enter the competition
○ Drive traffic to campaign page on
southafrica.co.za
22. Television
● Target specific stations and
programmes for non-advertising
airtime
● Interviews on relevant
programmes
● Target both adult and kids
programmes (each with their own
age appropriate messaging)
Flyers
● Print flyers for distribution at
roadshows
● Carefully designed to show parents
how to access the site
● Also contains details on the
competition
● Flyers to be translated
23. School Circulars
● Distribute a short article on the
programme and competition to
schools for publication in school
circulars
● Contains details on accessing
content and promoting the
competition
Competition
● Exact format to be decided
● Aimed at creating hype around the
programme
● Learners are tasked with finding
specific content on the site
24. Posters
● To be distributed to key locations
around schools
● Convenience shops, tuck shops,
spaza shops, etc.
● Contains details of the competition
NGO’s working in
schools
● Target NGOs that work in schools
already
● Provide them with an information
pack that they can share with
principals or teachers
25. Goal + Measurement:
Number of school reached with roadshows: Goal = 5,000
Number of learners reached at roadshows: Goal = 1,000,000
Number of learners signed up as SACOSA members: Goal = 500,000
Number of qualified pageviews: Goal = 5,000,000