Johannesburg, 25 July 2013 – Ogilvy Public Relations Johannesburg has recently been announced as the winner of the Golden World Award 2013, at the International Public Relations Awards (IPRA) in the CSI category for the KFC ‘Journey of Hope’ campaign. This is the first IPRA Ogilvy has won with another achievement being a Bronze Lion at the Cannes Advertising Festival. Add Hope was also voted South Africa’s “Coolest Community Program” for 2013 at the Generation Next Awards and named Campaign of the Year at the 2013 PRISM Awards, South Africa’s signature public relations award event.
“We are so proud to have received our first IPRA award, having been amongst so many entries internationally and locally, winning Gold is a prestigious achievement,” says Joanna Oosthuizen, Managing Director of Ogilvy PR Johannesburg. “What is great about this campaign is that we can continue to help feed hungry children, and make a difference, the fact that it was recognised on a global scale is testament to its success.”
Now in its 21st year, the IPRA Golden World Awards are the premier awards for excellence in public relations. An award of this nature offers the winner world-wide recognition and acclaim.
“KFC Add Hope has been feeding hungry children for the last four years thanks to our customer’s donations and being recognised by the industry for the work that is being done is a huge achievement and we are very proud of the impact that Add Hope is making” says David Timm, Chief Marketing Officer for KFC Africa.
The KFC Add Hope: ‘Journey of Hope’ initiative involved renowned South African extreme adventurer, Riaan Manser, consuming limited calories while cycling the word “hope” across South Africa over a six week 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.
A total of R175-million has been raised for Add Hope to date, all of which will be allocated to feeding 40 000 children a month.
Through securing R7-million in media coverage in two months, Ogilvy PR achieved a return on investment of 1:34. National, regional and community media amplification was delivered through 67 broadcast stories, 29 print features and articles and 24 online stories. Six earned five-minute mini documentaries were flighted twice weekly on national TV. There were1 831 new online conversations generated with over 4, 3 million opportunities created to see the conversation. The success of this campaign was due to the fact that the campaign highlighted the plight of hungry children and at the same time, met an unspoken consumer need to play a part in tackling an otherwise overwhelming social need in our country.
To view the campaign, see our video http://www.youtube.com/watch?v=wMqL0DWzgfU.
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 & Mather South Africa by:
Ogilvy Public Relations, Johannesburg
Ivana Naidoo, Account Manager
+27 (0) 79 108 8471