Promising Life campaign
Micah Challenge South Africa is part of a global movement of like-minded people, campaigning to mobilise and equip the church to hold world leaders accountable to their Millennium Goal promises. They focus their efforts around the Millennium Development Goals (MDG), a set of eight targets that were agreed upon by world leaders – including the South African government – in 2000, to put an end to extreme poverty. The aim is to have met these by the end of 2015.
Our client, The Warehouse embarked upon a mission to promote Micah Challenge in South Africa and in 2012 the campaign for MDG 5 was launched, entitled PROMISING LIFE.
The initial goal of the campaign was to create awareness surrounding the issues of maternal and child mortality and provide innovators, church and community leaders with a toolkit to help mobilise a ‘workforce’ of helping hands which will stem the tide of maternal and child mortality and help hold government accountable to implement policies that will eventually save lives.
We designed a strong brand and visual identity to bring the message across to the first group of people at Micah Sunday in 2012. A toolkit was developed to support the leaders in the various communities, which would help promote the message in their churches as well as give ideas on how to make a difference in their own communities.
A Facebook page was also activated and thus far we have almost 200 people making commitments through the ‘I promise’ boards as well as countless other advocacy volunteers collected throughout the year. These commitments will be taken to parliament in 2013 to be presented to the MEC of Health in the form of a visual memorandum showing progress.
The campaign is running a phased-approach, which will continue to roll out into 2013 and 2014 and will escalate in momentum as it goes.