A compilation of copy and strategic work I have produced during my tenure as a copywriter and strategic intern.

1. Chwayita ‘Ceejay’ January
Junior Writer and Strategist who has no qualms with ampersands.

2. about me.
Advertising was never really a dream of mine. It honestly started off as a ruse – the only
environment where I can wear my flip flops and do my work in peace.
Slowly the enigma of the creative world lured me into copywriting.
In the middle of my 20th brochure, I realized intuitive data on human behaviour alone,
would not solve the disjuncture between consumers and the brands they interact with.
And that’s where my love affair with strategy began.
Strategy searches for an understanding of human behaviour beyond behavioral patterns
and demographics. It is understanding of human behaviour seen in context – the need to
be understood and have brands connect to us based on this understanding.
However, I must disappoint you. What you’re about to see is not the musings of a
copywriting and strategic prodigy. It is the misguided thoughts of a young creative moving
towards collaborative creative work informed by the insight of real human experiences.

3. Copy
Radio

4. Client: Adcock Ingram
Citro Soda
Background:
Citro Soda needed to expand their messaging
on the different acid related aliments it
covers.
Insight:
We all like things during the festive season,
and we know izinto can pull a numba on our
bodies. Citro Soda is there for the likers of
things.
Expression:
Mawu thandi izinto. Thandi iCitro Soda

5. Copy
Social Media

6. Client: Adcock Ingram
Corenza Para-C
Background:
Corenza wanted to center themselves as a no
hassle flu fighter (as opposed to making your
own home remedies).
All your mom’s remedies = Corenza Para- C
Insight:
All families have their own cold and flu home
remedies they like to recommend. Corenza
Para-C is your one-stop flu fighter.
Expression:
Corenza Para – C, the only recommendation you
should get.

7. Copy
Strategy

8. Client: St. Peter’s College
Brief:
St Peter’s College is a relatively young private school that is challenged with a low
applicant rate and a general lack of awareness of their institution.
Challenges:
• Lack of awareness
• Tough competition (Curro and Spark models)
• Not a strong projection of internal culture (Lack of Alumni, Word of mouth)
• Young for a private school – with a traditional marketing model
• No strong differentiation of offering (entry-level private education)

9. Client: St. Peter’s College
As part of the strategy team I helped find research that would inform
our campaign and strategic recommendations for the campaign.
One valuable insight showed that the biggest issue faced by St Peter’s is
the lack of awareness around the school and its holistic offering
exacerbated by a confusion around their brand in terms of their CI. This
confusion can be translated into a lack of trust from prospective
students and their parents.

10. Client: St. Peter’s College
Strategic and campaign recommendations:
The way we differentiate is focusing on what can change, which means there is a
Flow of importance when it comes to marketing.
We need to differentiate St. Peter’s on the academic, post-school network to help
foster
sense of belonging:
To help foster trust in two key market areas.

11. Client: St. Peter’s College
We suggested two marketing approaches for St. Peter’s target market:
Parents
Convince them that financial spend is worth it to ensure a future for
their children.
Learners
Get them excited. This will help create a sense of belonging and build
an internal culture for the school.

12. Creative considerations
The campaign included a strong focus on digital marketing channels that
would reach both prospective learners and their parents. Traditional
channels were also considered in creating a greater sense of presence of the
school.
We had to focus on highlighting the legacy of belonging – not just the
tertiary aspect, but the life-long network created for their children.
My role as a copywriter came in with targeting parents, as the ultimate
decision makers. I created copy for street pole ads that would convince
prospective learners and parents to come to the St. Peter’s College open day.

13. Copy
Outdoor Advertising for St. Peter’s College

16. Copy
Animation

17. Client: Soweto Media
Background:
Client wanted to differentiate themselves in a
saturated market. After an extensive strategic
workshop, they positioned themselves as an
advisory brand that helped their clients tell their
own stories in a compelling way.
Insight:
A great story lies within the heart of the person
telling it.
Soweto Media helps you tell your story in a
compelling way.
Expression:
Soweto Media, the heart and soul of Mzansi
stories.

18. Copy
Social Media

19. Client: HearZA App
Background:
The HearX group tasked us to conceptualise a
social media campaign for the hearZA app. The
campaign will aim to create awareness and
generate downloads for the app
Insight:
The idea of the campaign is to illustrate the
differences in sound perception between
people who have normal hearing abilities and
those with hearing impairments. The challenge
is to find a way to show the sound differences
visually and audibly in the case of radio
Expression:
Are you seeing what you’re hearing?
The images suggest the mistaken perception
of someone who suffers from a hearing
impairment, by confronting the reality
visually.