Ogilvy’s KFC Journey of Hope campaign named as South Africa’s PR Campaign of the Year
JOHANNESBURG, April 09, 2013 – Ogilvy Public Relations (OPR) South Africa was in top form at the 2013 PRISM Awards this weekend when the OPR Johannesburg team walked off with a Gold award in the corporate social responsibility (CSR) category as well as the prestigious Campaign of the Year award for its KFC Add Hope: Journey of Hope campaign.
In addition, OPR Cape Town garnered bronze awards for its Chappies Did You Know for Kraft Foods (joint entry with Plato Communications) in the Integration in Traditional & New Media category; Be The Champion Coach for Carling Black Label, in the Reputation & Brand Management Online category (for the second consecutive year); and the launch of the American Express Global Travel Card.
OPR Cape Town Account Director Sam Pugh also won in the Best Public Relations Professional in Media Liaison category. A Stellenbosch University trained dietician and winemaker before she took up her PR career, Pugh delivered outstanding results for her three major clients – Times Media, Heinz Foods and American Express.
Ogilvy Public Relations Johannesburg MD, Joanna Oosthuizen, says Ogilvy is delighted and honoured to have won across both its Cape Town and Johannesburg agencies. Our focus remains delivering on campaigns which unlock our client’s business objectives. The campaigns that won in Cape Town and Johannesburg were all successful in delivering on this mandate.
“KFC Add Hope: Journey of Hope was successful not just because it generated outstanding media coverage but because this was an idea that was devised to feed hungry children. With so many children in our country in need of nutrition to ensure they become functioning members of society, we put our hearts into the KFC Add Hope: Journey of Hope campaign,” she says.
A KFC corporate social responsibility campaign, the KFC Add Hope: Journey of Hope initiative involved renowned South African adventurer, Riaan Manser, consuming limited calories while cycling the word “hope” across South Africa over a two-month period to draw attention to KFC’s corporate social responsibility programme, Add Hope. Manser’s cycling odyssey highlighted the plight of hunger and the positive impact the Add Hope initiative has made to the country and its children.
Manser’s journey to replace hunger with hope took him from George in the Western Cape to Port Elizabeth, the Garden Route, Free State and Umtata, among other stops. The journey of hope was fraught with several challenges including pounding rain, trucks, a number of falls and bitterly cold weather, but what kept Manser going were the smiles on the faces of the children at the various beneficiaries he visited along the way.
“All these setbacks were outweighed by very special moments, particularly the time I spent interacting with the Add Hope partner beneficiaries, where I shared a meal with the children and heard their amazing stories. Nothing beats the sense of fulfilment from knowing I’ve played a small part in telling their story,” says Manser.
Add Hope has raised a total of R127 million since its inception. During the KFC Add Hope: Journey of Hope campaign donations peaked at R12 million for the year, which translates in 6 million meals for hungry children.
Watch a video of the campaign and Riaan’s Journey of Hope here.
Established in 1984, Ogilvy & Mather South Africa has been a leading advertising and communications group in South Africa for over 25 years. It currently employs over 700 staff across 14 specialised companies. In 2012, O&M SA was the most awarded South African agency at the Cannes Lions and dominated the Apex Awards for creative effectiveness for the fifth consecutive year. O&M SA has industry leading capability in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, CRM, mobile, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and specialist communications. It is at the forefront of integrated communication, with a mission to work with clients to develop breakthrough ideas that release the potential that exists in their brands, thereby creating measurable value. Clients include both global multinationals and local businesses.
Issued for Ogilvy Public Relations by:
Ogilvy Public Relations, Johannesburg
Ivana Naidoo, Account Manager
+27 (0) 79 108 8471