Silver Loerie 2016
Cape Talk, a leading South African radio station that prides itself on starting meaningful conversations, tasked us with raising awareness around gender equality. So we took gender-specific toys and repackaged them to be gender-neutral - encouraging boys and girls to explore all facets of their personality, both emotionally and professionally. We then sent the repackaged toys to leading toy retailers and asked them to come on air to discuss the issue. We also gave the toys to children, who just wanted to play, proving inequality stems from stereotypes passed down through the generations and taught to us as children.
The campaign sparked a conversation which spread as parents, retailers and the general public shared their opinions.
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Credits:
Client: Cape Talk
Client: Cape Talk
Agency: Y&R Cape Town
ECD: Graham Lang
ECD: Graham Lang
CD: Nkanyezi Masango
Writer: Beatrice WIlloughby
Art Directors: Lushca Brink, Wade Barnes
