When the 2021 Festive Season arrived in South Africa after the longest eleven months in history, we knew a second jab would be the last thing on the mind of 18- to 24-year-olds, our core market. Plus, nobody had said two words about the one-dose dilemma – the popular false belief that a single shot was adequate protection.
Savanna had the duty to remind our youth that ‘some things only work in twos’ – like Pfizer vaccines, #OurBestShot at getting back to normal.
Because our message had to travel far and wide, and radio is a universal mass medium in South Africa, we needed a hardworking spot.
Many South African words use duplicate syllables as in “toyi-toyi”, “what-what”, and “gogo”.
So, we identified all the words that bear repeating, incorporated them into a well-crafted and amusing narrative, and doubled down on the most powerful motivation of all: protecting loved ones.
*Cannes Gold Winner 2022
steph's stuff 