ChildLine aims to establish a relationship between parents, specifically single fathers, and their positive parenting campaign. Currently, parenting messages seem directed only at two-parent families or single mothers. Research found single fathers want parenting help but feel excluded from existing campaigns. The goal is to make single fathers aware that ChildLine offers positive parenting resources and support through various channels without judgment. This will help single fathers feel comfortable seeking parenting advice from ChildLine.

3. Alysia Jacobs 201405689
AMC3AA3
Karabo Kotane 201304849
ACC3AA3
Lebogang Maseko 201418254
ACC3AA3
Nerissa Pillay 201113745
AMC3AA3
Reabetsoe Maraba 201477566
ACC3AA3
Thato Diale 201203117
ADV3A11
TheTeam

4. wiKreate is a creative and strategic agency that
focuses on the conceptualisation of ideas. We are a
group of forward-thinkers that work collectively to
harness the power of strategy, design and creativity
to fulfill each task with the utmost efficiency and
passion.
We are a tight-knit bunch of proactive individuals
that are innovators, designers, creative thinkers and
solution builders.
We do what we do all because we have an immense
passion for the communication industry.
We thrive on building lasting relationships with
those we interact with.
We will never say no to a challenge that we are
faced with.
Essentially, we make lemonade out of lemons.

5. Journeyofslidesofmakinglemonadefromlemons
Parenting, like the processing of lemons into
lemonade, is a journey.
From the preparation of the soil for lemons,
to reaping the rewards of your lemonade,
similarly parenting goes through stages as a
child grows and allows the parents to see
their efforts of their positive parenting
methods.
The process is not always easy, but the
outcome is extraordinary.

6. AgendaPreparing Soil:
- Brief & Objectives
- Way of Work
Planting of Lemons:
- Research
Nurturing the Lemon Tree:
- Strategic Platform
- Strategy
Harvesting of Lemons:
- Target Audience Profile
Sorting Through the Lemons:
- Brand Positioning
- Competitors
Extraction of Lemon Juice:
- BIG IDEA
- Concept Discussion
Creating a Winning Lemonade Recipe:
- Slogan & Manifesto
Mass Production of Lemonade:
- Campaign
Bottling of Lemonade:
- Application of Campaign
- Measurement of campaign
Transporting the Lemonade:
- Rationale
Retailing the Lemonade:
- Budget
Reaping the Rewards:
- Summary
- Bibliography

7. PreparingTheSoil

8. wiKreate’sWayofWork-ORICASModel
Objective - We begin by breaking down our problem into a specific achievable goal to attain
Research - We immerse ourselves into the specific environment to find as many hidden gems as we can
Insight - We take those nuggets of gold and clean it up into a concise understanding of the deepest issue being
faced
Conceptualisation - We create a plan to address, solve and ultimately dismiss the issue
Application - We then allow the creative juices to flow into the idea to implement this in the most strategic way
to harness as much coverage as possible
Significance - We leave a mark of excellence in our footprints as we prepare to take our future steps of triumph

9. Brief&Objectives
Brief: As an agency we are required to determine the problems and concerns surrounding
the concept of positive parenting as well as to establish a relationship between parents
and ChildLine’s positive parenting campaign.
Objectives:
- Determine the problems/concerns surrounding the concept of positive parenting.
- Establish a relationship between parents and ChildLine’s positive parenting message.
- Create an online, social media (twitter) campaign along with a traditional and
ambient communication for the positive parenting message.

10. Planting

11. ResearchDesign
A mixed method research approach was taken in order to examine and determine problems surrounding positive
parenting.
Primary research consisted of a qualitative survey conducted among 50 parents while secondary research consisted
of quantitative desk research acquired from journal articles, books and research reports.
Step-by-step procedure used to conduct the research (primary):
Step 1: Single-fathers aged between 25-55 in the areas of Auckland Park, Coronationville, Rosebank, Boksburg,
Pretoria, Soweto and Fordsburg were identified.
Step 2: Demographic, geographic and psychographic information of the respondents were recorded.
Step 3: Participants then filled out and answered the survey based on their own opinions and perspectives.
Step 4: Research findings were analysed and interpreted.

12. PrimaryResearch
Primary research was conducted by targeting parents between the ages of 25 and 55.
Our sample consisted of a total of 50 parents, of which:
- 23 were male,
- 27 were female and
- 35 were single parents
The research was conducted through the use of a survey, in the areas of: Auckland Park,
Coronationville, Rosebank, Boksburg, Pretoria, Soweto and Fordsburg

13. PrimaryResearch
Respondents are aware of ChildLine but do not know the extent of services offered (only aware of child counselling
and protection) due to lack of campaigning/ advertising by ChildLine.
All respondents feel that discipline is essential, 50% of respondent’s cultures teach specific discipline methods with
80% of them being non-physical.
Respondents believe they use positive parenting techniques but from the responses they are not clear on what
positive parenting techniques actually are
40% of respondents said that parenting messages in general are targeted at two parent families and at single
mothers, neglecting single fathers.
70% of respondents agree that a social media campaign would be effective with 80% of them saying that they
would engage and recommend it to others.
No other organisation was mentioned as being more effective and relevant than ChildLine.

14. SecondaryResearch
Mendes, H., M. 1976. Single fathers. Family Coordinator, pp.439-444
Beese. J. (2016). 6 Social Media Trends That Will Take Over 2016. Available from: http://sproutsocial.com/insights/social-media-trends/
Coplan, R. J., Hastings, P. D., Lagacé- Séguin, D. G. and Moulton, C. E. (2002). Authoritative and Authoritarian Mothers’ Parenting Goals, Attributions, and Emotions across Different Childrearing Contexts.
Parenting, 2(1), pp. 1-26
Dallaire, D.H., Pineda, A. Q., Cole, D. A., Ciesla, J. A., Jacquez, F., LaGrange, B. and BruceA. E., (2006). Relation of Positive and Negative Parenting to Children’s Depressive Symptoms. Journal of Clinical Child
and Adolescent psychology, 35(2), pp.313-322
Deater-Deckard, K., Dodge, K. A., Bates, J. E. and Pettit, G. S. (1996). Physical discipline among African American and European American mothers: Links to children’s externalising behaviours.
Developmental Psychology, 32(6), p.1065
Dow, P. (2004). “I feel like I’m invisible”. Children talking to ChildLine about self-harm. Submission to the National Inquiry into Self-harm among Young people. London: NSPCC
Duggan, M. (2015). The Demographics of Social Media Users. Available from: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
Duggan, M., Lenhart , A., Lampe, C. and Ellison, N. B. (2015). Parents and Social Media. Available from: http://www.pewinternet.org/2015/07/16/parents-and-social-media/
Fuligni, A. J. and Eccles, J. S. (1993). Perceived parent child relationships and early adolescents’ orientation toward peers. Developmental psychology 29(4), p.662.
Gershoff, E., T. (2002). Corporal Punishment by Parents and Associated Child Behaviours and Experiences: A Meta-Analytic and Theoretical Review. Psychological bulletin, 128(4), p.539.
Gonzalez-DeHass, A. R., Willems, P. P. and Holbein, M. F. D. (2005). Examining the Relationship between Parental Involvement and Student Motivation. Educational psychology review, 17(2), pp.99-123
Gracia, E. and Musitu, G. (2002). Social isolation from communities and child maltreatment: a cross-cultural comparison. “Child Abuse and Neglect, 27(2), pp.153-168.
Hill, E., N., (n. d.). Parental Involvement in Middle School: A Meta-Analytic Assessment of the Strategies That Promote Achievement. Available from: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2782391/
Krug, E. G., Mercy, J. A., Dahlberg, L. L., and Zwi, A. B. (2002). The world report on violence and health. The Lancet, 360(9339):1083-8
Marsland, L. (2016). [BizTrends 2016] 16 trends for 2016. Available from: http://www.bizcommunity.com/Article/196/670/140859.html
MyBroadband (2015). Here is what South Africa’s Internet users look like. Available from: http://mybroadband.co.za/news/internet/124629-here-is-what-south-africas-internet-users-look-like.html
Nicolson, G. (2016). Fees Must Fall: Reloaded. Available from: http://www.dailymaverick.co.za/article/2016-01-12-fees-must-fall-reloaded/#.VtXCIfl97IU
Odendaal, E. (2016). [BizTrends 2016] Social media marketing trends. Available from: http://www.bizcommunity.com/Article/196/687/139367.html
Positive parenting campaign (2008). Available from: http://www.gov.pe.ca/hss/hcd/index.php3?number=1022356&lang=E
Resources (n. d.) Available from: http://www.childlinesa.org.za/
Revis, L. (2016). Social Media Trends 2016. Available from: http://www.huffingtonpost.com/layla-revis/social-media-trends-2016_b_8914190.html
Röhrs, S. (2016). Corporal punishment: Sparing the rod is constitutional. Available from: http://www.dailymaverick.co.za/opinionista/2016-02-16-corporal-punishment-sparing-the-rod-is-
constitutional/#.Vs6AZfl97IU
Sénéchal, M. and LeFevre, J. A. (2002). Parental Involvement in the Development of Children's Reading Skill: A Five-Year Longitudinal Study. Child Development, 73(2), pp.445-460
Specialist programs (2016). Available from: http://www.triplep.net/glo-en/the-triple-p-system-at-work/the-system-explained/specialist-programs/)
Top 10 Customer-Centric Marketing Trends for 2016 (2016). Available from: http://www.entrepreneur.com/article/254620
Where to Get Help (2016). Available from: http://www.zazi.org.za/where-get-help.html

15. SecondaryResearch
Finding from primary research: Parenting messages are directed to two parent
households.
Finding from secondary research: Single fathers require certain psychological and
sociological adjustments in order to cope as parents (Mendes, 1976).
Key finding: General parenting messages tend to target two-parent families or single
mothers, leaving single fathers in a position where they cannot relate to these parenting
messages because they often feel like those messages are not directed to them.
Insight: People are subjected to an idealistic view of family structure (two-parent families)
while more realistic family structures (single parent families) are overlooked.

16. NurturingtheLemonTree

17. StrategicPlatform
Problem: Parents do not utilise the support offered by ChildLine of positive parenting.
Aims & Objectives: ChildLine would like to use positive parenting to reinforce children’s
rights.
Key Observation: Single fathers are not targeted in parenting messages.
Competitor Insight: None of their competitors offers positive parenting messages as well
as assistance to children
Communication Objective: For single parents to feel like they can reach out to ChildLine
for help and advice without feeling ashamed.

18. StrategicPlatform
Take-out: Allow fathers to feel comfortable with approaching ChildLine to assist them with
positive parenting.
Consumer Insight: Single fathers are overlooked in terms of parenting messages.
Promise: ChildLine will provide resources and support to parents for positive parenting.
Support: Campaigns, information on website, social workers, call centres and community
meeting are all available.
Tone of Voice: Serious and empathetic.

19. Strategy
ChildLine’s problem: Parents are not engaging with positive parenting campaign
Real problem: Parents, specifically single fathers, feel as though parenting messages are only directed toward two
parent households (Or single mothers).
Strategy: (strategy name) to show that even though the ideal view of family changes (from two parent
households to single parent households headed by fathers), parenting styles should enter change, positive
parenting styles should still be used.
We aim to show that households are the same even though their structures are different. We want to show that
single fathers should not be shunned as they are as capable as any other parents. We want parents (specifically
single fathers) to know that it's okay to seek help and that they will not be judged for doing so.
Childline offers positive parenting services for parents and we aim to get single father to use these services in
order to be confident in their parenting methods

20. HarvestingtheLemons

21. TargetAudienceProfile
The individual who represents our target audience is Ayanda Sibiya. He is a 27 year old father who is ambitious and
works hard to provide a stable home for his four year old daughter, Mpumi. Both Ayanda and Mpumi live in
Randburg, Johannesburg. Mpumi visits her mother in Mpumalanga during the holidays. He graduated with a general
Bcom degree from the University of Witwatersrand which is where he learned to be a social butterfly. Ayanda is now
accustomed to maintaining a social life with his close family and friends and therefore finds it important to often
socialize with those he remains close to. Ayanda’s typical day starts off with preparing Mpumi for kindergarten in the
morning, taking her to school and then off to work he goes. He commutes via his personal car which is a VW Polo
Hatchback and often uses major transports routes and highways like Malibongwe drive, Jan Smuts Avenue, Grayston
Drive, Braam Fischer Road, the M1 and the N1. During the day, Ayanda uses social media platforms such as Twitter
and Instagram to keep up with the latest news within his environment and also uses it to network, interact with
people of interest and engage with brands that he affiliates himself with. These bands include Adidas, Nike, Topman,
Cotton On, Cotton On Kids, Markhams, Woolworths, Edgar's, Mr Price Home, Discovery Health, Outsurance and
First National Bank. By the end of the day, he makes his way home, and fetches Mpumi on his way.

22. They get home where Ayanda prepares dinner, spends time with Mpumi, let's her watch an hour of television and
encourages her to play with other children within their community. During the weekends, Ayanda likes taking his
daughter to a local park where she can she can play on swings and socialize with other children. He finds it vital for her
to learn to communicate and interact with her peers from an early age. They also enjoy gathering with some of Ayanda’s
mates and cousins who have children and often visit theme parks such as Gold Reef City and the Lion Park. Or you might
just find the close knit group at Johannesburg Zoo Lake on a Sunday afternoon, enjoying quality time with their children.
Besides spending time with Mpumi, Ayanda always finds time to gather with his friends Lethabo, Scott, Phindile and
Nathan. They're usually out on the town and exploring the nightlife in places like Braamfontein, Maboneng and Newtown
as they feel the need to enjoy their youth while they still can. Although Ayanda seems to have his life figured out, he still
fears that he isn't doing enough in terms of raising his daughter correctly. This is partly because he feels there isn't
enough exposure of the harsh realities of being a single father in the media and therefore feels that message tailored to
single fathers in the media are limited. He therefore occasionally visits his mother in Soweto, from whom he grasps his
parenting skills and learns vital lessons on how to raise Mpumelelo. He also fears financial instability, hence he has
opened a long-term fixed deposit account for his savings. Ayanda ultimately hopes to create the best life for himself and
his daughter, by being able to provide for both his and her physical, emotional and psychological needs; in a stable
environment.
TargetAudienceProfilecont.

24. SortingthroughTheLemons

25. Positioning
Current positioning: ChildLine’s efforts are seen as only being directed to children
who have been abused (mostly physically and sexually) and who are neglected.
Desired positioning: ChildLine hopes to expose its link and services offered to parents
and make sure the public is aware that services are not only for children but for
parents as well (in this case, specifically single fathers)

26. Competitors
Child welfare South Africa
Child welfare is an organisation that protects children from all forms of abuse and they also work with professionals who have knowledge about protecting children and ensuring that their
well being is a priority and that they live a safe and healthy lifestyle while they are still young. Also, they work to ensure that these children live in a friendly and safe environment and work
with professionals who have knowledge about protecting children and shield them from any foreseeable harm.
Save the Children South Africa
This organisation is the largest independent development that protects children's rights and promote early development. They work to ensure that every child in South Africa lives a healthy
lifestyle and that no child suffers from health issues or dies from hunger or diseases that can be cured or prevented and increase their life expectancy. They also fight for children to get basic
education and live in an environment that is safe and without violence of any sort. Address child violence while also making sure that their rights are considered important, monitored and
adhered to by government and the whole nation .
Child Care South Africa
Child Care SA is a non-profit organization that focuses on children and the youth. They assist these children to grow their skills and talents at an early age and ensure that their reputation
and importance in the community is recognized and utilised efficiently. They also help them to receive government services that they need and that they are taken care of in the right way
and manner by their families or homes/ orphanages that look after them.
UNICEF South Africa
This organization helps children to shape their development using the programmes that they offer which include: Progress and challenges they face while growing up and how to deal with
different situations they will come across , Child and maternal health- how to take care of yourself as a pregnant mother and also be able to take care of your child and also ensure that
health and nutrition services are easily accessible, and to encourage PMTCT( Prevention of mother-to-child transmission) when it comes to combatting HIV?AIDS, Education and adolescent
development- to work with government on improving the quality of education and early childhood development while also addressing gender based violence, teenage pregnancy and
HIV/AIDS , Child protection- Ensure that women and children are not abused and orphans and vulnerable children are protected from harm and violence and Social policy and advocacy- To
have a society where children are put first as the future leaders and to protect and promote their basic human rights.

27. BigIdea

28. ConceptDiscussion
General thinking: People are subjected to an idealistic view of family structure (two-parent families) while more
realistic family structures (single parent families) are overlooked.
Since our target audience consists of single fathers who are relatively young we have realised that they have a more
‘chilled’ view on life and therefore parenting as well, people often discount young fathers parenting skills because of
this, however, we have found (through primary research) that young single fathers are more protective and just as
competent in raising children as two parent families are. Young single fathers want to bring their “laid back”
attitudes into their parenting styles while still being effective and positive parents. Young fathers would therefore
seek help in order to maintain that freedom while still properly parenting their children without restricting them or
spoiling them in the process.
Concept: The visual imagery of lungs will be used in communication. Lungs will be used to signify parents, but when
one parent is taken away (and only a single father is present) the one lung is left to function on its own but it still
functions as well as both of the lungs working together.

29. CreatingAWinningRecipe

30. Slogan&Manifesto
Slogan:
7 Ways in 7 Days
MANifesto:
(HAIKU)
The Rise of the Single Father:
Family of two
Wisdom is within him.
Half is not broken

31. MassProductionofLemonade

32. Campaign-7WaysIn7Days
The campaign will be spread across 3 platforms, namely social media, traditional and
ambient.
- The social media message will be spread using a 7 day twitter engagement (to
increase engagement with ChildLine’s twitter).
- The traditional platform will feature outdoor advertising in the form of lamp post
adverts (less expensive due to budget, can be viewed by audience during daily
commuting)
- The ambient advertising will simply be stickers placed in strategic locations (less
expensive)

33. SocialMedia
Twitter
#7WaysIn7Days
A 7-day engagement campaign that consists of blog posts relating to ways in which to
teach/approach your child, as a single father.
Each day will focus on a different topic on issues that are difficult to address as a father.

34. TraditionalCommunication
Lamppost Series
In a series of 3 lamppost advertisements on a main highway (i.e. M1).
The first poster will portray a person functioning with 1 lung.
The second poster will have an image of a single father and a child.
The last will have a message explaining how one lung is related to a single father with
ChildLine’s details.

35. AlternativeEngagement
Stickers
This will be stickers placed in strategic locations portraying the message of ‘one is
enough’.
These stickers will be placed on park swing sets, benches, vending machines, zoos,
botanical gardens, theme parks and storefronts to name a few.

36. Bottling

37. ApplicationofCampaign-SocialMedia
7 Ways to show affection to your
children. #7WaysIn7Days
7 Ways to teach your children
responsibility. #7WaysIn7Days
7 Ways to interact and entertain with
your children. #7WaysIn7Days
7 Ways to reward your children.
#7WaysIn7Days
7 Ways to keep your children safe. #7WaysIn7Days
7 Ways to motivate your children. #7WaysIn7Days
7 Ways to discipline your children. #7WaysIn7Days
DAY1DAY2DAY3
DAY7DAY6DAY5DAY4

38. ApplicationofCampaign-Traditional
One Lung? One Parent?
No Problem.
One is Enough
We can help you be
enough
Positive Parenting with ChildLine
Exampleoflamppostseries:

39. ApplicationofCampaign-AlternativeExampleofasticker:

40. Measurementofcampaign
Social media
● Twitter analytics
● New followers
● Word of mouth
Traditional
● The number of cars that
pass on the M1 highway
daily
● New Twitter followers
● Word of mouth
Alternative
● New Twitter followers
● New visits on ChildLine
website
● Word of mouth

41. Transporting

42. Rationale
Key Finding - Parenting messages do not target single fathers.
...Therefore - In order not to let these single fathers feel isolated, we will be targeting them alone.
Target Audience - Due to our audience (single fathers), being young, educated men, we related our communication
to the idea of a human having, surviving and normally functioning with one lung. Due to lungs being for breathing,
these young educated adult fathers want to be able to breathe too, with having the sole responsibility of being a
parent.
Placement - Our placement for our alternative communication will be done in areas of interest of these men and
their lifestyle as a father but also as an individual trying to live and enjoy life.
Competitors - ChildLine’s competitors are more involved in only children’s support or only parenting solutions, as
opposed to both parent and child support as ChildLine offers.

43. Retailing
wiKreate’s

44. Budget
Advertising Quantity Cost
Stickers (printing) 5500 (R1.00 per sticker) R5 500.00
Lamppost Series (printing &
rental)
1 x series of 3 lampposts
(1 month)
R14 500.00
TOTAL: R20 000.00
The following organisations are possible sponsors due to them being sponsors of causes relating to social issues
and are also previous sponsors of ChildLine:
- KPMG
- Investec
- Telkom Foundation
- Department of Social Development
- WebAfrica
- Sanlam
- Department of Basic Education
Each organization will be asked to donate the sum of R5 000.00 each.

45. ReapingtheRewards

46. Summary
Our goal of creating a relationship between parents and ChildLine is done through recognising a
target audience that was undiscovered of single fathers.
We address this target audience by appealing to their desire of also being recognised as a
parent and playing the role of both mother and father.
We create engagement on the social media platform of Twitter by having blog posts that assist
parents in dealing with issues faced by raising a child.
All of this engagement and focus is done by enhancing the message of positive parenting
throughout.
We empower single fathers to reach out to ChildLine for any assistance needed without feeling
a sense of guilt or shame.

47. Bibliography
Popcorn Festival. N.d. Image. Available from: http://www.popcornfestival.com/media/2016/01/thank-you.jpg
Unknown. N.d. Image. Available from:
https://www.google.co.za/search?q=one+lung&espv=2&biw=1280&bih=678&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi
and3e1MzMAhWXHsAKHS3SAKsQ_AUIBigB#imgrc=tyTVung8A3YY1M%3A
Unknown. N.d. Image. Available from: https://s-media-cache-
ak0.pinimg.com/236x/b8/41/cf/b841cffe02e0082887bc3bb19756c042.jpg
SABC. N.d. Image. Available from:
http://www.sabc.co.za/wps/wcm/connect/3f024c004df9ee779572b7f251b4e4e2/childline(P).jpg?MOD=AJPERES&CACHEID=
3f024c004df9ee779572b7f251b4e4e2
Save the Children. N.d. Available from: https://www.savethechildren.org.za/.
Child Care. N.d. Available from: http://www.childcaresa.org.za/
UNICEF. N.d. Available from: http://www.unicef.org/southafrica/
Joburg Child Welfare. n.d. Available from: http://jhbchildwelfare.co.za/

49. TurnitinReceipt

50. NonPlagiarismDeclaration
The School of Communication places specific emphasis on integrity and ethical behaviour with regard to the
preparation of all written work to be submitted for academic evaluation.
Although academic personnel will provide you with information regarding reference techniques as well as
ways to avoid plagiarism, you also have a responsibility to fulfil in this regard. Should you at any time feel
unsure about the requirements, you must consult the lecturer before you submit any written work.
You are guilty of plagiarism when you extract information from a book, article or web page without
acknowledging the source and pretend that it is your own work. In truth, you are stealing someone else’s
intellectual property. This doesn’t only apply to cases where you quote verbatim, but also when you present
someone else’s work in a somewhat amended format [paraphrase], or even when you use someone else’s
arguments or ideas without the necessary acknowledgement. You are also not allowed to let anyone copy or
use your work with the intention of presenting it as his/her own.
Learners who are guilty of plagiarism will forfeit all credit for the work concerned. In addition, the matter can
also be referred to the Committee of Discipline [learners] for a ruling to be made. Plagiarism is considered a
serious violation of the university’s regulations and may lead to suspension from the university.
For the period that you are a learner at the School of Communication, the under-mentioned declaration must
accompany all written work to be submitted. No written work will be accepted unless the declaration has
been completed and is included in the particular written assignment.
wiKreate declare the following:
· I understand what plagiarism entails and am aware of
the university’s policy in this regard.
· I declare that this final research script is my own,
original work. Where someone else’s work was used
[whether from printed source, the internet or any other
source] due acknowledgement was given and reference
was made according to School requirements.
· I did not make use of another learner’s previous work
and submitted it as my own.
· I did not allow and will not allow anyone to copy my
work with the intention of presenting it as his/her own work.
Alysia Jacobs Karabo Kotane
Lebogang Maseko Nerissa Pillay