{"id":9154,"date":"2022-11-28T10:18:10","date_gmt":"2022-11-28T10:18:10","guid":{"rendered":"https:\/\/lion-test-sites.co.za\/provantage?p=9154"},"modified":"2023-03-14T13:42:23","modified_gmt":"2023-03-14T11:42:23","slug":"hollard-changemaker-creativity-and-a-little-good","status":"publish","type":"post","link":"https:\/\/lion-test-sites.co.za\/provantage\/hollard-changemaker-creativity-and-a-little-good\/","title":{"rendered":"Hollard Changemaker – Creativity and a little good makes a big change"},"content":{"rendered":"\n

Insurance provider Hollard<\/a> has launched a boldly creative OOH campaign while taking on a social purpose mission in partnership with billboard industry leaders Outdoor Network<\/a> and Street Network<\/a> (part of the Provantage Group<\/a>). The Hollard ChangeMaker campaign calls on all South Africans to volunteer their time and effort to serve communities in need, aiming to build better futures while allowing Hollard policyholders to effectively earn back a portion of their insurance premium by participating.<\/p>\n\n\n\n

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\u201cChangeMaker inspires all of us to play a bigger role in becoming the positive change catalysts in our communities. It\u2019s the way to create a better future for all South Africans, together,\u201d says Ana Rocha, executive creative director at VMLY&R.<\/p>\n\n\n\n

Following the Covid-19 pandemic, research has shown that social responsibility<\/a> is now three times more important to corporate reputations than it was a decade ago. Consumers have become more demanding, not only in terms of service delivery but in terms of purpose. Thulani Dumakude, general manager for Outdoor Network, comments:<\/p>\n\n\n\n

\u201cWe have seen a marked shift in consumer behaviour. And big brands are stepping up to do more than just sell products. The pandemic appears to have sparked universal empathy among consumers who want the brands they choose to engage with to deliver meaningful, purpose-driven content backed up by decisive action to tackle socio-economic problems.<\/p>\n\n\n\n

Corporates are answering the call by taking impact-driven social stands. Hollard\u2019s Changemaker campaign uses the power of Out of the Home (OOH) media to deliver a call to action that \u2018dares\u2019 members of the public to make a difference.\u201d<\/p>\n\n\n\n

OOH media currently accounts for 13% of advertising revenue<\/a> in most key African markets, so there is true method and intent in the delivery mechanism they have chosen.\u201d<\/p>\n\n\n\n

John Faia, general manager of Street Network at Provantage, adds, \u201cIt is our mission to connect brands with people to inspire action. The ChangeMaker campaign needed a platform to connect with consumers in the right context, motivating them to stop and think for a moment through impactful creative execution.\u201d<\/p>\n\n\n\n

Having launched the ChangeMaker campaign on various other advertising mediums, Hollard used OOH advertising as an effective media amplifier. It has proved to extend the reach and frequency of the campaign, driving mobile, social and digital engagement better than any other advertising medium because it is data-driven. It finds the right audiences using geo-location and audience measurement. For this campaign, we targeted several high-profile locations.<\/p>\n\n\n\n

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