Leo Burnett launches R10 million anti-xenophobia campaign

The client is South African Citizens, the commercial is titled ‘Together' and the message calls for South Africans to stand together to embrace our African brothers and sisters.

This public service announcement (PSA) was the brainchild of Leo Burnett Group CEO, Groovin Nchabeleng. “Xenophobia in this country is out of control and as an ad agency group we realised we had the power, resources and contacts to spread a positive message and make a difference,” explains Leo Burnett Group spokesperson, Amanda Singleton. “Once we had the concept, the next step was to approach selected celebrities, production and media partners to get involved. We were overwhelmed by the support we received.”

Extend exposure

To date the media partners include SABC Group, CNBC Africa, ComutaNet and Ster-Kinekor, which have contributed a substantial media schedule across their media channels. Leo Burnett is still working to extend exposure of the commercial to additional media.

“Without generous contributions from a number of industry specialists this campaign would not have been possible,” says Singleton. “We extend our heartfelt thanks to Mind Fox Productions (production); Gersh Kgamedi of Picture Tree (directing); Robert Wilson (photography); Sesani Studios and ZSE (studio and set location); Urban Brew (camera); Alight Post Production (offline, online and audio final mix); Bladeworks Post Production (online finish, station telestream and copies); Flic Design (title design); Video Lab (film); Innocent Mwamaza (grip / electrical) and Albert Raphahlele (catering)”.

The Leo Burnett Group also thank the following celebrities who generously gave of their time for this PSA, including Dr Khumalo, Lillian Dube, Lire, Pabi Moloi, Nthati Moshesh, Zonke, Louise Carver, Timothy Maurice Webster, Lebo Motsueli, Sophi Ndaba, Sonia Sedibe, Bonnie Henna and Fezile Makhanya.

In the first few days of being posted on You Tube, the commercial was watched by over 600 viewers.

“When we extend a hand of friendship to our African brothers and sisters we help everyone, including ourselves. Let's do it - Together!” concludes Singleton.