Case Study:

Takalani Sesame: World AIDS Day

Traditional PR driving a Social Media Campaign

OUR CHALLENGE
Takalani Sesame, a SA version of Sesame Street, is proudly brought to viewers as a partnership between Sesame Workshop (the non-profit educational
organisation behind Sesame Street), the Department of Basic Education (DBE), Sanlam Limited, the SABC and the producers of the show Kwasukasukela (KWK).
It has been broadcast on SABC (TV and radio) for over 12 years, engaging children and their parents by promoting literacy, numeracy, health and hygiene. Currently in its sixth season, (with a further five more years planned) of fresh educational TV and radio as well as new digital and mobile content. In order to commemorate World AIDS Day on 1st December 2013, Takalani Sesame designed a social media and digital campaign to generate awareness for World AIDS Day. Kami the Muppet who is HIV positive, requested assistance from the public for the Multimedia Campaign which took place on Takalani Sesames Facebook Page and Website, inviting the world to help her build an AIDS ribbon, one bead at a time. Participation was available across various platforms. - via Sms, Email, Facebook, Twitter, WhatsApp, and the Takalani Sesame Facebook Page.

OUR CHALLENGE
Participants could send images, messages of support and audio visual messages, including using the hashtag created #takalanisesameworldaidsday. Archbishop Emeritus Desmond Tutu and international actress Kristen Bell lent their support by filming messages to encourage viewers to get involved. The videos were posted to the Takalani Sesame Facebook Page.

JNPR was tasked with the PR for this campaign. It was unique due to its social media and digital roots and JNPR decided to use traditional PR methods to support the multimedia campaign by raising awareness and increasing the profile of World AIDS Day.

OUR APPROACH
Press Release JNPR drafted a Press Release outlining the Campaign and issued it to relevant media. Sourcing other Opportunities JNPR contacted ComutaNet for assistance in order to to access their 19 million weekly commuters

Celebrity Outreach Programme JNPR created a programme which was designed to acquire celebrities participation, to share Takalani Sesame information with their own networks . JNPR staggered this communications process, to ensure support over the entire duration of the Campaign
Creating Awareness : Archbishop Emeritus Desmond Tutu and Kristen Bell Emailers were devised & shared with media including details of their support, images of their videos as well as video links on the Takalani Sesame Facebook Page. Reminder emailers to Media JNPR alerted the media of the Campaign a week prior to World AIDS Day, to ensure maximum exposure among journalists still unaware of the Campaign Post Press Release A post Press Release was disseminated to the relevant media detailing the success of the Multimedia Campaign

OUR RESULTS
Campaign coverage included print, broadcast and online platforms South African celebrities such as Liezel van der Westhuizen, Kuli Roberts, Nkhensani Nkosi, Micasa and the cast of Generations demonstrated their support In just two short weeks the PR value exceeded R 900 000 JNPR received tremendous support from a variety of radio stations and one week prior to World AIDS Day, multiple interviews in diverse languages with either the Takalani Sesame spokesperson, or with Kami the Muppet occurred on the following radios stations: Kangala Kingfisher FM Kaya FM 5 FM SAFM Metro FM Jacaranda FM

OUR RESULTS