2013 Results

CAT 24 - Media Innovation - Alternative Media (MI)


Y&R South Africa (SOUTH AFRICA)

Safety Lab & Blikkiesdorp4Hope, Hope Soap: "Hope Soap"24-01733-MI

Agency (& City): Y&R South Africa (Cape Town)

Chief Creative Officer: Graham Lang

Executive Creative Director: Graham Lang, Rui Alves

Creative Director: Nkanyezi Masango

Creative Group Head: Justin Joshua

Copywriter: Graham Krige

Art Director(s): Rowan Foxcroft, Gareth Owen, Ayesha Mukadam

Agency Producer(s): Ashleigh Hamilton (Producer), Rory Bonnes (Production Manager)

Production Company (& City): The Fraternity (Cape Town)

Photographer(s): Aimee Pozniak

Cinematographer: Gareth Place

Editor: Paul Charles

Music: Marc Algranti / Pulse Music

Short explanation

In South Africa, thousands of people die from preventable diseases like typhoid, diarrhea, pneumonia and cholera every year.
It’s a national crisis that’s affecting children in the poorest areas. We created Hope Soap and got community leaders from Blikkiesdorp, a township in the Western Cape of South Africa, to hand out free bars of Hope Soap to disadvantaged children. The toy incentivised the kids to repeatedly wash their hands with their free bar of soap.


Hope Soap is a see-through bar of soap with a small toy inside. The only way to get to the toy, is to use up the soap.