Community Action for a Safer Environment (CASE) with Saatchi & Saatchi South
Africa have launched an emotive television commercial aimed at getting people to take action against breaking the cycle of violence for children living in the Cape Flats.
Started in 2001, CASE is a charity organisation which counsels people affected by
violence and empowers them to play a part in healing their communities. The organisation also strives to prevent children being raised in violent environments from becoming violent adults. It is run by volunteers of all ages from the community of Hanover Park and has become an effective catalyst for transformation in the area.
According to crime statistics, every month about 100 people are shot dead in the
Western Cape with 18% being gang-related, and over the past decade murder rates
have more than doubled in the area of the Cape Flats. Hanover Park is especially
rife with violent crimes. By some estimates, more than 40% of men report that they have been physically violent towards a partner, and about 50% of women report that they have been victims of domestic violence.
“For the children of the Cape flats area, violence is a daily reality and with this
commercial we are hoping to break the cycle and not let it shape their future,’ says
creative director at Saatchi & Saatchi, Mimi Cooper. “Many South Africans have
“charity fatigue’ and many don’t even realise what a big issue gang and domestic
violence is so we needed to develop a TVC that would raise awareness of the
organisation and also get people to donate through a highly powerful message.’
“We essentially needed to put the viewer in the shoes of those affected, the
children,’ she explains. “Most people are concerned with their children watching
violence on TV, but for people in the Cape Flats, violence is real.’
The commercial features a little boy watching TV, violent sounds can be heard which one assumes are coming from the TV, but then it is revealed that the sounds are coming from within the house. The TVC ends with the message, “Break the cycle of violence and donate.’
“We need help to keep up the good work of those people living in the Cape Flats
area to shape the innocent children’s lives into something more positive,’ says Lane
Benjamin, founder of CASE. “We know we can’t stop the crimes but we do want to
protect our future leaders and children from letting it shape their future.’
“MEC Dan Plato once said, the area needs targeted, sustained and specialised
interventions and with the support of South Africans that is exactly what we will
continue to do for our youth in the area,’ concludes Benjamin.
SMS “CASE’ to 40186 to donate R20 to the cause.
For more information visit the CASE
website.
Campaign Credits:
Chief creative officer: Jonathan Beggs
Creative director: Tyrone Beck, Mimi Cooper, Yvonne Hall
Copywriter: Mimi Cooper
Art director: Yvonne Hall, Harriet Stockwell
Agency producer: Chantel Kriel
Client service: Kim van der Linden
Director: Lee Doig (Let it Rain)
Producer: Sam Kelly (Let it Rain)
Post production: Jason Matthews, Fran Vervelken, Grant Aerts (Priest)
Sound design: Arnold Vermaak (We Love Jam)
Music: Paul Hepker
