CMT’s latest brand development and implementation were for the province of Kwa-Zulu Natal. CMT was tasked with developing a new innovative brand that speaks to young people in the province of KZN with a specific focus on young women and girls. After a series of research workshops and focus group discussions, the new brand communication strategy Zithande was born. CMT worked closely with the target audience to develop a relatable brand with flexibility and longevity and we look forward to following its growth in KZN in 2019.
Zithande means ‘love yourself’ in isiZulu. The concept of loving yourself was seen as a positive motivating factor for young people and would encourage them to take care of themselves and their own health, and avoid peer pressure and negative influences. It was recognised by workshop participants that you could only help and love other people if you loved and took care of yourself first. This ties the campaign into the concepts of community care and ubuntu as well as self-awareness and self-care.
The Zithande campaign ties in with the KZN Operation Sukhume Sakhe (OSS) strategy and the national DOH Cheka Impilo campaign, by including both logos on all printed materials.
The Campaign Topics
There are four key areas addressed by the Zithande campaign are HIV, TB, gender-based violence and substance abuse.
The calls for individual action around HIV services include:
- Using condoms
- Testing regularly for HIV
- Adhering to treatment if you are HIV positive
Within these calls, there are also calls for community action to talk about HIV and to reduce stigma against people living with HIV (PLHIV).
Reassuring messages for PLHIV include the fact that it is treatable and manageable, they do not need to face this alone, and that support is available.
The calls for individual action around TB services include:
- Identifying TB symptoms
- Testing for TB
- Knowing that TB is curable
- Adhering to treatment if you have TB
Within these calls, there are also calls for community action to talk about TB and to reduce stigma against people with TB.
Reassuring messages for people diagnosed with TB include the fact that it is treatable and curable, that they do not need to face TB alone, and that support is available.
The calls for individual action around GBV include:
- Identifying some of the factors that fuel GBV
- Speaking out about GBV
- Getting support and help if you are a victim or a perpetrator of GBV
Within these calls, there are also calls for community action to talk about GBV and to change community norms that allow GBV to continue.
Reassuring messages for both victims and perpetrators of GBV include that support is available.
The calls for individual action around substance include:
- Identifying unhealthy behaviour related to substance abuse in your own life
- Prioritising your own health over partying and peer pressure
- Getting support and help if you have substance abuse problems
Within these calls, there are also calls for community action to talk about substance abuse and find positive alternatives for young people to occupy their time.
Reassuring messages for people with substance abuse problems is that support is available.