The inaugural Non-profit PR awards were presented by top industry publication PR News, to salute campaigns that resonated with national and local communities, association members, volunteers, the media and other stakeholders.
Partnering just six weeks prior to the launch, and faced with significant negative perceptions of the concept, FH-JHB was tasked with developing a PR strategy that would ensure a receptive landing, and creating awareness and acceptance among stakeholders.
Particular focus was given to gaining support and advocacy for the programme from key opinion leaders, which resulted in public endorsement of the Mzansi account, crucial to turning those negative perceptions around. The primary launch of the programme made innovative use of industrial theatre to grab the attention of passing commuters in central Johannesburg, successfully transcending language and cultural barriers.
After three months, 250 000 Mzansi accounts were opened, predominately by previously disadvantaged individuals who had never before had access to banking services. Media coverage of the event was notable, with the Banking Association of South Africa receiving a massive 24:1 return on investment.
Commenting on winning in the category of Organisational Brand Marketing and Communication, Consulting Director of the Mzansi initiative for the Banking Association of South Africa, Colin Donian, said, "The international recognition given to the Mzansi account and the broader Mzansi initiative is a wonderful accolade for South Africa as whole, and the manner in which we find innovative solutions for our business, social and political challenges."
FH-JHB Managing Director Lucien Vallun said, "To my knowledge, Mzansi has no peer anywhere else in the world and we were thrilled to work on it. We enjoyed the wholehearted support of our client and, collectively, we were able to positively influence the perceptions of a wide range of important stakeholders in a relatively short space of time. We are proud to be associated with this initiative and delighted to have it recognised at a global forum."
