Sending out a strong anti-xenophobia message

According to Yolisa Phahle, general manager of Channel O, the station does not condone the actions of a minority and it wants to show support for the victims of xenophobia. Channel O is all about celebrating what it means to be African in this day and age. It's about celebrating the African spirit and African talent.

“In our view, this is a humanitarian issue. For me personally, this scourge hits close to home as I am the child of refugees whose parents were supported by other Africans when they needed it most,” she says.

“This is a tactical opportunity for the station that is known as the quintessential, proudly African music television channel to make a powerful political and cultural statement,” says Zwelake Tshabangu, creative group head at Ogilvy Johannesburg.

He adds that the copy is also very strong because it brings it all back to music. After all, Africa is where all music began.

The ad flighted in Sunday World, Mail & Guardian and The Sowetan at the beginning of June. Supporting the print ad is a t-shirt which Channel O will distribute.