World TB Month 2010Commuter activation case-study

Why the decision to target Commuter audience?• Guaranteed access to LSM 4 -7, 19 216 000

economically active commuters who rely on public transport (taxi’s, buses and trains) to commute to and from work daily

• Offers 11 media formats that engage with captivated consumers who have limited access to alternative “free” media formats on a daily basis

• The offering is unique, interactive and multi-sensory

• Effectively communicates key campaign messages in a language that the market understands

• It is the most cost-effective means of communicating with the desired target audience

Campaign objectives

• To create awareness and educate commuters about the facts concerning TB & MDR-TB

• To drive commuters to their local clinics to get tested for TB

• To utilize a combination of Comutanet platforms to communicate key messages i.e.

- ComutaRadio- Rank TV- World TB Day promoter activation - Outside broadcast unit

• Commuters noted the importance of knowing the facts about TB with some stating that they were likely to be infected as they use public transport.

• Commuters infected with TB felt at ease with the campaign as it would change their mindset and help them cope with the disease.

• Many found the information to be helpful, as they could now identify the symptoms of TB.

• They were pleased to know that the TB treatment was free to all and that TB was curable.

• Others had associated the disease with HIV/AIDS and had fears of getting tested.

Campaign footprintCampaign was conducted in these areas:

• Gauteng• KZN (Durban and Pietermaritzburg)• Rustenburg• Mabopane• Nelspruit• Witbank• Polokwane• Bloemfontein• Cape Town• Port Elizabeth

Campaign messages

Campaign messages

ComutaRadio• Interactive digital satellite radio station

which broadcasts to 24 large taxi ranks and 84 metro-rail platforms

• Reaches 3.5 million commuters daily• Host TB Power Hour daily 6-7am • Lilly MDR-TB Partnership sponsored opening &

closing billboards, live reads and exclusivity during the hour Monday – Friday for the month of March.

Rank TV

• Giant screens located at 14 taxi ranks in SA reach 1.7million viewers daily

• Produced 3 x 60” ad’s flighted 8 times per day, Monday – Friday for 4 weeks

• Ad’s/interviews with leading TB Doctor, Gerry Elsdon & myself

Promotion mechanics

• 100 x promoters wore branded t-shirts across 21 ranks in SA. They handed out flyers and communicated TB messages to commuters in their vernacular ensuring message comprehension and retention

• 50 000 leaflets were distributed on World TB Day – 24 March 2010

• Audiences were captive & receptive

Promotion in pictures

Outside Broadcast

• Positioned at Germiston Taxi Rank (largest taxi rank in SA) on 24 March 2010

• Commuters were invited to ask the guest Doctor in-studio any questions they had regarding TB, these questioned were answered on air for the benefit of all listeners across various platforms

• Proved a most successful and well supported initiative • Malaika TB song aired on 24 March 2010

Outside broadcast in pictures

Commuter feedback• Commuters noted the importance of knowing the facts about

TB with some stating that they were likely to be infected as they use public transport.

• Commuters infected with TB felt at ease with the campaign as it helped them shift their mindset and help them cope with the disease.

• Many found the information to be helpful, as they could now identify the symptoms of TB.

• They were pleased to know that the TB treatment was free to all and that TB was curable.

• Commuters noted the importance of knowing the facts about TB with some stating that they were likely to be infected as they use public transport.

• Commuters infected with TB felt at ease with the campaign as it would change their mindset and help them cope with the disease.

• Many found the information to be helpful, as they could now identify the symptoms of TB.

• They were pleased to know that the TB treatment was free to all and that TB was curable.

• Others had associated the disease with HIV/AIDS and had fears of getting tested.

Key campaign learnings/recommendations• Comuta-net medium was most cost effective way of

reaching our core target audience

• When embarking on a campaign of this nature using a combination of Comuta-net communication platforms is key in ensuring message penetration

• Messages must be simple, clear and consistent

• Utilizing Comuta-net platforms ensures reach, and high frequency will guarantee message retention, comprehension and impact

• It would be advisable to incorporate some form of campaign measurement mechanism to measure message retention and comprehension

THANK YOU!!!

Tintswalo ShikwambaneMDR-TB Project ManagerLilly MDR-TB Partnershipshikwambane_tintswalo@ lilly.com www.lillymdr-tb.com