World TB Month 2010

1. World TB Month 2010 Commuter activation case-study

2. Why the decision to target Commuter audience? • Guaranteed access to LSM 4 -7, 19 216 000 economically active commuters who rely on public transport (taxi’s, buses and trains) to commute to and from work daily • Offers 11 media formats that engage with captivated consumers who have limited access to alternative “free” media formats on a daily basis • The offering is unique, interactive and multi-sensory • Effectively communicates key campaign messages in a language that the market understands • It is the most cost-effective means of communicating with the desired target audience

3. Campaign objectives • To create awareness and educate commuters about the facts concerning TB & MDR-TB • To drive commuters to their local clinics to get tested for TB • To utilize a combination of Comutanet platforms to communicate key messages i.e. • ComutaRadio • Rank TV • World TB Day promoter activation • Outside broadcast unit

4. Campaign footprint • Campaign was conducted in these areas: • Gauteng • KZN (Durban and Pietermaritzburg) • Rustenburg • Mabopane • Nelspruit • Witbank • Polokwane • Bloemfontein • Cape Town • Port Elizabeth

5. Campaign messages

6. Campaign messages

7. ComutaRadio • Interactive digital satellite radio station which broadcasts to 24 large taxi ranks and 84 metro-railplatforms • Reaches 3.5 million commuters daily • Host TB Power Hour daily 6-7am • Lilly MDR-TB Partnership sponsored opening & closing billboards, live reads and exclusivity during the hour Monday – Friday for the month of March.

8. Rank TV • Giant screens located at 14 taxi ranks in SA reach 1.7million viewers daily • Produced 3 x 60” ad’s flighted 8 times per day, Monday – Friday for 4 weeks • Ad’s/interviews with leading TB Doctor, Gerry Elsdon & myself

9. Promotion mechanics • 100 x promoters wore branded t-shirts across 21 ranks in SA. They handed out flyers and communicated TB messages to commuters in their vernacular ensuring message comprehension and retention • 50 000 leaflets were distributed on World TB Day – 24 March 2010 • Audiences were captive & receptive

10. Promotion in pictures

11. Outside Broadcast • Positioned at Germiston Taxi Rank (largest taxi rank in SA) on 24 March 2010 • Commuters were invited to ask the guest Doctor in-studio any questions they had regarding TB, these questioned were answered on air for the benefit of all listeners across various platforms • Proved a most successful and well supported initiative • Malaika TB song aired on 24 March 2010

12. Outside broadcast in pictures

13. Commuter feedback • Commuters noted the importance of knowing the facts about TB with some stating that they were likely to be infected as they use public transport. • Commuters infected with TB felt at ease with the campaign as it helped them shift their mindset and help them cope with the disease. • Many found the information to be helpful, as they could now identify the symptoms of TB. • They were pleased to know that the TB treatment was free to all and that TB was curable.

14. Key campaign learnings/recommendations • Comuta-net medium was most cost effective way of reaching our core target audience • When embarking on a campaign of this nature using a combination of Comuta-net communication platforms is key in ensuring message penetration • Messages must be simple, clear and consistent • Utilizing Comuta-net platforms ensures reach, and high frequency will guarantee message retention, comprehension and impact • It would be advisable to incorporate some form of campaign measurement mechanism to measure message retention and comprehension

15. THANK YOU!!! Tintswalo Shikwambane MDR-TB Project Manager Lilly MDR-TB Partnership shikwambane_tintswalo@ lilly.com www.lillymdr-tb.com