Alysia Jacobs 201405689

AMC3AA3

Karabo Kotane 201304849

ACC3AA3

Lebogang Maseko 201418254

ACC3AA3

Nerissa Pillay 201113745

AMC3AA3

Reabetsoe Maraba 201477566

ACC3AA3

Thato Diale 201203117

ADV3A11

The Team

wiKreate is a creative and strategic agency thatfocuses on the conceptualisation of ideas. We are agroup of forward-thinkers that work collectively toharness the power of strategy, design and creativityto fulfill each task with the utmost efficiency andpassion.

We are a tight-knit bunch of proactive individualsthat are innovators, designers, creative thinkers andsolution builders.

We do what we do all because we have an immensepassion for the communication industry.

We thrive on building lasting relationships withthose we interact with.

We will never say no to a challenge that we arefaced with.Essentially, we make lemonade out of lemons.

Journey of slides of making lemonade from lemonsParenting, like the processing of lemons intolemonade, is a journey.From the preparation of the soil for lemons,to reaping the rewards of your lemonade,similarly parenting goes through stages as achild grows and allows the parents to seetheir efforts of their positive parentingmethods.The process is not always easy, but theoutcome is extraordinary.

AgendaPreparing Soil:

- Brief & Objectives- Way of Work

Planting of Lemons:- Research

Nurturing the Lemon Tree:- Strategic Platform- Strategy

Harvesting of Lemons:- Target Audience Profile

Sorting Through the Lemons:- Brand Positioning- Competitors

Extraction of Lemon Juice:- BIG IDEA- Concept Discussion

Creating a Winning Lemonade Recipe:- Slogan & Manifesto

Mass Production of Lemonade:- Campaign

Bottling of Lemonade:- Application of Campaign- Measurement of campaign

Transporting the Lemonade:- Rationale

Retailing the Lemonade:- Budget

Reaping the Rewards:- Summary- Bibliography

Preparing The Soil

wiKreate’s Way of Work - ORICAS ModelObjective - We begin by breaking down our problem into a specific achievable goal to attain

Research - We immerse ourselves into the specific environment to find as many hidden gems as we can

Insight - We take those nuggets of gold and clean it up into a concise understanding of the deepest issue beingfaced

Conceptualisation - We create a plan to address, solve and ultimately dismiss the issue

Application - We then allow the creative juices to flow into the idea to implement this in the most strategic wayto harness as much coverage as possible

Significance - We leave a mark of excellence in our footprints as we prepare to take our future steps of triumph

Brief & ObjectivesBrief: As an agency we are required to determine the problems and concerns surroundingthe concept of positive parenting as well as to establish a relationship between parentsand ChildLine’s positive parenting campaign.

Objectives:- Determine the problems/concerns surrounding the concept of positive parenting.- Establish a relationship between parents and ChildLine’s positive parenting message.- Create an online, social media (twitter) campaign along with a traditional and

ambient communication for the positive parenting message.

Planting

Research DesignA mixed method research approach was taken in order to examine and determine problems surrounding positive parenting.

Primary research consisted of a qualitative survey conducted among 50 parents while secondary research consisted of quantitative desk research acquired from journal articles, books and research reports.

Step-by-step procedure used to conduct the research (primary):

Step 1: Single-fathers aged between 25-55 in the areas of Auckland Park, Coronationville, Rosebank, Boksburg, Pretoria, Soweto and Fordsburg were identified.

Step 2: Demographic, geographic and psychographic information of the respondents were recorded.

Step 3: Participants then filled out and answered the survey based on their own opinions and perspectives.

Step 4: Research findings were analysed and interpreted.

Primary ResearchPrimary research was conducted by targeting parents between the ages of 25 and 55.

Our sample consisted of a total of 50 parents, of which:

- 23 were male,

- 27 were female and

- 35 were single parents

The research was conducted through the use of a survey, in the areas of: Auckland Park,Coronationville, Rosebank, Boksburg, Pretoria, Soweto and Fordsburg

Primary ResearchRespondents are aware of ChildLine but do not know the extent of services offered (only aware of child counsellingand protection) due to lack of campaigning/ advertising by ChildLine.

All respondents feel that discipline is essential, 50% of respondent’s cultures teach specific discipline methods with80% of them being non-physical.

Respondents believe they use positive parenting techniques but from the responses they are not clear on whatpositive parenting techniques actually are

40% of respondents said that parenting messages in general are targeted at two parent families and at singlemothers, neglecting single fathers.

70% of respondents agree that a social media campaign would be effective with 80% of them saying that theywould engage and recommend it to others.

No other organisation was mentioned as being more effective and relevant than ChildLine.

Secondary ResearchMendes, H., M. 1976. Single fathers. Family Coordinator, pp.439-444Beese. J. (2016). 6 Social Media Trends That Will Take Over 2016. Available from: http://sproutsocial.com/insights/social-media-trends/Coplan, R. J., Hastings, P. D., Lagacé- Séguin, D. G. and Moulton, C. E. (2002). Authoritative and Authoritarian Mothers’ Parenting Goals, Attributions, and Emotions across Different Childrearing Contexts.Parenting, 2(1), pp. 1-26Dallaire, D.H., Pineda, A. Q., Cole, D. A., Ciesla, J. A., Jacquez, F., LaGrange, B. and BruceA. E., (2006). Relation of Positive and Negative Parenting to Children’s Depressive Symptoms. Journal of Clinical Childand Adolescent psychology, 35(2), pp.313-322Deater-Deckard, K., Dodge, K. A., Bates, J. E. and Pettit, G. S. (1996). Physical discipline among African American and European American mothers: Links to children’s externalising behaviours.Developmental Psychology, 32(6), p.1065Dow, P. (2004). “I feel like I’m invisible”. Children talking to ChildLine about self-harm. Submission to the National Inquiry into Self-harm among Young people. London: NSPCCDuggan, M. (2015). The Demographics of Social Media Users. Available from: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/Duggan, M., Lenhart , A., Lampe, C. and Ellison, N. B. (2015). Parents and Social Media. Available from: http://www.pewinternet.org/2015/07/16/parents-and-social-media/Fuligni, A. J. and Eccles, J. S. (1993). Perceived parent child relationships and early adolescents’ orientation toward peers. Developmental psychology 29(4), p.662.Gershoff, E., T. (2002). Corporal Punishment by Parents and Associated Child Behaviours and Experiences: A Meta-Analytic and Theoretical Review. Psychological bulletin, 128(4), p.539.Gonzalez-DeHass, A. R., Willems, P. P. and Holbein, M. F. D. (2005). Examining the Relationship between Parental Involvement and Student Motivation. Educational psychology review, 17(2), pp.99-123Gracia, E. and Musitu, G. (2002). Social isolation from communities and child maltreatment: a cross-cultural comparison. “Child Abuse and Neglect, 27(2), pp.153-168.Hill, E., N., (n. d.). Parental Involvement in Middle School: A Meta-Analytic Assessment of the Strategies That Promote Achievement. Available from: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2782391/Krug, E. G., Mercy, J. A., Dahlberg, L. L., and Zwi, A. B. (2002). The world report on violence and health. The Lancet, 360(9339):1083-8Marsland, L. (2016). [BizTrends 2016] 16 trends for 2016. Available from: http://www.bizcommunity.com/Article/196/670/140859.htmlMyBroadband (2015). Here is what South Africa’s Internet users look like. Available from: http://mybroadband.co.za/news/internet/124629-here-is-what-south-africas-internet-users-look-like.htmlNicolson, G. (2016). Fees Must Fall: Reloaded. Available from: http://www.dailymaverick.co.za/article/2016-01-12-fees-must-fall-reloaded/#.VtXCIfl97IUOdendaal, E. (2016). [BizTrends 2016] Social media marketing trends. Available from: http://www.bizcommunity.com/Article/196/687/139367.htmlPositive parenting campaign (2008). Available from: http://www.gov.pe.ca/hss/hcd/index.php3?number=1022356&lang=EResources (n. d.) Available from: http://www.childlinesa.org.za/Revis, L. (2016). Social Media Trends 2016. Available from: http://www.huffingtonpost.com/layla-revis/social-media-trends-2016_b_8914190.htmlRöhrs, S. (2016). Corporal punishment: Sparing the rod is constitutional. Available from: http://www.dailymaverick.co.za/opinionista/2016-02-16-corporal-punishment-sparing-the-rod-is-

constitutional/#.Vs6AZfl97IUSénéchal, M. and LeFevre, J. A. (2002). Parental Involvement in the Development of Children's Reading Skill: A Five-Year Longitudinal Study. Child Development, 73(2), pp.445-460Specialist programs (2016). Available from: http://www.triplep.net/glo-en/the-triple-p-system-at-work/the-system-explained/specialist-programs/)Top 10 Customer-Centric Marketing Trends for 2016 (2016). Available from: http://www.entrepreneur.com/article/254620Where to Get Help (2016). Available from: http://www.zazi.org.za/where-get-help.html

Secondary ResearchFinding from primary research: Parenting messages are directed to two parenthouseholds.

Finding from secondary research: Single fathers require certain psychological andsociological adjustments in order to cope as parents (Mendes, 1976).

Key finding: General parenting messages tend to target two-parent families or singlemothers, leaving single fathers in a position where they cannot relate to these parentingmessages because they often feel like those messages are not directed to them.

Insight: People are subjected to an idealistic view of family structure (two-parent families)while more realistic family structures (single parent families) are overlooked.

Nurturing the Lemon Tree

Strategic PlatformProblem: Parents do not utilise the support offered by ChildLine of positive parenting.

Aims & Objectives: ChildLine would like to use positive parenting to reinforce children’srights.

Key Observation: Single fathers are not targeted in parenting messages.

Competitor Insight: None of their competitors offers positive parenting messages as wellas assistance to children

Communication Objective: For single parents to feel like they can reach out to ChildLinefor help and advice without feeling ashamed.

Strategic PlatformTake-out: Allow fathers to feel comfortable with approaching ChildLine to assist them withpositive parenting.

Consumer Insight: Single fathers are overlooked in terms of parenting messages.

Promise: ChildLine will provide resources and support to parents for positive parenting.

Support: Campaigns, information on website, social workers, call centres and communitymeeting are all available.

Tone of Voice: Serious and empathetic.

StrategyChildLine’s problem: Parents are not engaging with positive parenting campaign

Real problem: Parents, specifically single fathers, feel as though parenting messages are only directed toward twoparent households (Or single mothers).

Strategy: (strategy name) to show that even though the ideal view of family changes (from two parenthouseholds to single parent households headed by fathers), parenting styles should enter change, positiveparenting styles should still be used.

We aim to show that households are the same even though their structures are different. We want to show thatsingle fathers should not be shunned as they are as capable as any other parents. We want parents (specificallysingle fathers) to know that it's okay to seek help and that they will not be judged for doing so.

Childline offers positive parenting services for parents and we aim to get single father to use these services inorder to be confident in their parenting methods

Harvesting the Lemons

Target Audience ProfileThe individual who represents our target audience is Ayanda Sibiya. He is a 27 year old father who is ambitious andworks hard to provide a stable home for his four year old daughter, Mpumi. Both Ayanda and Mpumi live inRandburg, Johannesburg. Mpumi visits her mother in Mpumalanga during the holidays. He graduated with a generalBcom degree from the University of Witwatersrand which is where he learned to be a social butterfly. Ayanda is nowaccustomed to maintaining a social life with his close family and friends and therefore finds it important to oftensocialize with those he remains close to. Ayanda’s typical day starts off with preparing Mpumi for kindergarten in themorning, taking her to school and then off to work he goes. He commutes via his personal car which is a VW PoloHatchback and often uses major transports routes and highways like Malibongwe drive, Jan Smuts Avenue, GraystonDrive, Braam Fischer Road, the M1 and the N1. During the day, Ayanda uses social media platforms such as Twitterand Instagram to keep up with the latest news within his environment and also uses it to network, interact withpeople of interest and engage with brands that he affiliates himself with. These bands include Adidas, Nike, Topman,Cotton On, Cotton On Kids, Markhams, Woolworths, Edgar's, Mr Price Home, Discovery Health, Outsurance andFirst National Bank. By the end of the day, he makes his way home, and fetches Mpumi on his way.

They get home where Ayanda prepares dinner, spends time with Mpumi, let's her watch an hour of television andencourages her to play with other children within their community. During the weekends, Ayanda likes taking hisdaughter to a local park where she can she can play on swings and socialize with other children. He finds it vital for herto learn to communicate and interact with her peers from an early age. They also enjoy gathering with some of Ayanda’smates and cousins who have children and often visit theme parks such as Gold Reef City and the Lion Park. Or you mightjust find the close knit group at Johannesburg Zoo Lake on a Sunday afternoon, enjoying quality time with their children.Besides spending time with Mpumi, Ayanda always finds time to gather with his friends Lethabo, Scott, Phindile andNathan. They're usually out on the town and exploring the nightlife in places like Braamfontein, Maboneng and Newtownas they feel the need to enjoy their youth while they still can. Although Ayanda seems to have his life figured out, he stillfears that he isn't doing enough in terms of raising his daughter correctly. This is partly because he feels there isn'tenough exposure of the harsh realities of being a single father in the media and therefore feels that message tailored tosingle fathers in the media are limited. He therefore occasionally visits his mother in Soweto, from whom he grasps hisparenting skills and learns vital lessons on how to raise Mpumelelo. He also fears financial instability, hence he hasopened a long-term fixed deposit account for his savings. Ayanda ultimately hopes to create the best life for himself andhis daughter, by being able to provide for both his and her physical, emotional and psychological needs; in a stableenvironment.

Target Audience Profile cont.

Sorting through The Lemons

PositioningCurrent positioning: ChildLine’s efforts are seen as only being directed to childrenwho have been abused (mostly physically and sexually) and who are neglected.

Desired positioning: ChildLine hopes to expose its link and services offered to parentsand make sure the public is aware that services are not only for children but forparents as well (in this case, specifically single fathers)

CompetitorsChild welfare South Africa

Child welfare is an organisation that protects children from all forms of abuse and they also work with professionals who have knowledge about protecting children and ensuring that theirwell being is a priority and that they live a safe and healthy lifestyle while they are still young. Also, they work to ensure that these children live in a friendly and safe environment and workwith professionals who have knowledge about protecting children and shield them from any foreseeable harm.

Save the Children South Africa

This organisation is the largest independent development that protects children's rights and promote early development. They work to ensure that every child in South Africa lives a healthylifestyle and that no child suffers from health issues or dies from hunger or diseases that can be cured or prevented and increase their life expectancy. They also fight for children to get basiceducation and live in an environment that is safe and without violence of any sort. Address child violence while also making sure that their rights are considered important, monitored andadhered to by government and the whole nation .

Child Care South Africa

Child Care SA is a non-profit organization that focuses on children and the youth. They assist these children to grow their skills and talents at an early age and ensure that their reputationand importance in the community is recognized and utilised efficiently. They also help them to receive government services that they need and that they are taken care of in the right wayand manner by their families or homes/ orphanages that look after them.

UNICEF South Africa

This organization helps children to shape their development using the programmes that they offer which include: Progress and challenges they face while growing up and how to deal withdifferent situations they will come across , Child and maternal health- how to take care of yourself as a pregnant mother and also be able to take care of your child and also ensure thathealth and nutrition services are easily accessible, and to encourage PMTCT( Prevention of mother-to-child transmission) when it comes to combatting HIV?AIDS, Education and adolescentdevelopment- to work with government on improving the quality of education and early childhood development while also addressing gender based violence, teenage pregnancy andHIV/AIDS , Child protection- Ensure that women and children are not abused and orphans and vulnerable children are protected from harm and violence and Social policy and advocacy- Tohave a society where children are put first as the future leaders and to protect and promote their basic human rights.

Big Idea

Concept DiscussionGeneral thinking: People are subjected to an idealistic view of family structure (two-parent families) while morerealistic family structures (single parent families) are overlooked.

Since our target audience consists of single fathers who are relatively young we have realised that they have a more‘chilled’ view on life and therefore parenting as well, people often discount young fathers parenting skills because ofthis, however, we have found (through primary research) that young single fathers are more protective and just ascompetent in raising children as two parent families are. Young single fathers want to bring their “laid back”attitudes into their parenting styles while still being effective and positive parents. Young fathers would thereforeseek help in order to maintain that freedom while still properly parenting their children without restricting them orspoiling them in the process.

Concept: The visual imagery of lungs will be used in communication. Lungs will be used to signify parents, but whenone parent is taken away (and only a single father is present) the one lung is left to function on its own but it stillfunctions as well as both of the lungs working together.

Creating A Winning Recipe

Slogan & ManifestoSlogan:

7 Ways in 7 Days

MANifesto:

(HAIKU)

The Rise of the Single Father:

Family of two

Wisdom is within him.

Half is not broken

Mass Production of Lemonade

Campaign - 7 Ways In 7 DaysThe campaign will be spread across 3 platforms, namely social media, traditional andambient.

- The social media message will be spread using a 7 day twitter engagement (toincrease engagement with ChildLine’s twitter).

- The traditional platform will feature outdoor advertising in the form of lamp postadverts (less expensive due to budget, can be viewed by audience during dailycommuting)

- The ambient advertising will simply be stickers placed in strategic locations (lessexpensive)

Social MediaTwitter

#7WaysIn7Days

A 7-day engagement campaign that consists of blog posts relating to ways in which toteach/approach your child, as a single father.

Each day will focus on a different topic on issues that are difficult to address as a father.

Traditional CommunicationLamppost Series

In a series of 3 lamppost advertisements on a main highway (i.e. M1).

The first poster will portray a person functioning with 1 lung.

The second poster will have an image of a single father and a child.

The last will have a message explaining how one lung is related to a single father withChildLine’s details.

Alternative EngagementStickers

This will be stickers placed in strategic locations portraying the message of ‘one isenough’.

These stickers will be placed on park swing sets, benches, vending machines, zoos,botanical gardens, theme parks and storefronts to name a few.

Bottling

Application of Campaign - Social Media

7 Ways to show affection to your

children. #7WaysIn7Days

7 Ways to teach your children

responsibility. #7WaysIn7Days

7 Ways to interact and entertain with

your children. #7WaysIn7Days

7 Ways to reward your children.

#7WaysIn7Days

7 Ways to keep your children safe. #7WaysIn7Days

7 Ways to motivate your children. #7WaysIn7Days

7 Ways to discipline your children. #7WaysIn7Days

DA

Y 1

DA

Y 2

DA

Y 3

DA

Y 7

DA

Y 6

DA

Y 5

DA

Y 4

Application of Campaign - Traditional

One Lung?One Parent?

No Problem.

One is Enough

We can help you be

enough

Positive Parenting with ChildLine

Exa

mp

le o

f la

mp

po

st se

rie

s:

Application of Campaign - AlternativeE

xa

mp

le o

f a s

ticker:

Measurement of campaignSocial media

● Twitter analytics

● New followers

● Word of mouth

Traditional

● The number of cars that pass on the M1 highway daily

● New Twitter followers

● Word of mouth

Alternative

● New Twitter followers

● New visits on ChildLine website

● Word of mouth

Transporting

RationaleKey Finding - Parenting messages do not target single fathers.

...Therefore - In order not to let these single fathers feel isolated, we will be targeting them alone.

Target Audience - Due to our audience (single fathers), being young, educated men, we related our communicationto the idea of a human having, surviving and normally functioning with one lung. Due to lungs being for breathing,these young educated adult fathers want to be able to breathe too, with having the sole responsibility of being aparent.

Placement - Our placement for our alternative communication will be done in areas of interest of these men andtheir lifestyle as a father but also as an individual trying to live and enjoy life.

Competitors - ChildLine’s competitors are more involved in only children’s support or only parenting solutions, asopposed to both parent and child support as ChildLine offers.

Retailing

wiKreate’s

BudgetAdvertising Quantity Cost

Stickers (printing) 5500 (R1.00 per sticker) R5 500.00

Lamppost Series (printing & rental)

1 x series of 3 lampposts(1 month)

R14 500.00

TOTAL: R20 000.00

The following organisations are possible sponsors due to them being sponsors of causes relating to social issuesand are also previous sponsors of ChildLine:

- KPMG- Investec- Telkom Foundation- Department of Social Development- WebAfrica- Sanlam- Department of Basic Education

Each organization will be asked to donate the sum of R5 000.00 each.

Reaping the Rewards

SummaryOur goal of creating a relationship between parents and ChildLine is done through recognising a target audience that was undiscovered of single fathers.

We address this target audience by appealing to their desire of also being recognised as a parent and playing the role of both mother and father.

We create engagement on the social media platform of Twitter by having blog posts that assist parents in dealing with issues faced by raising a child.

All of this engagement and focus is done by enhancing the message of positive parenting throughout.

We empower single fathers to reach out to ChildLine for any assistance needed without feeling a sense of guilt or shame.

BibliographyPopcorn Festival. N.d. Image. Available from: http://www.popcornfestival.com/media/2016/01/thank-you.jpg

Unknown. N.d. Image. Available from: https://www.google.co.za/search?q=one+lung&espv=2&biw=1280&bih=678&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiand3e1MzMAhWXHsAKHS3SAKsQ_AUIBigB#imgrc=tyTVung8A3YY1M%3A

Unknown. N.d. Image. Available from: https://s-media-cache-ak0.pinimg.com/236x/b8/41/cf/b841cffe02e0082887bc3bb19756c042.jpg

SABC. N.d. Image. Available from: http://www.sabc.co.za/wps/wcm/connect/3f024c004df9ee779572b7f251b4e4e2/childline(P).jpg?MOD=AJPERES&CACHEID=3f024c004df9ee779572b7f251b4e4e2

Save the Children. N.d. Available from: https://www.savethechildren.org.za/.

Child Care. N.d. Available from: http://www.childcaresa.org.za/

UNICEF. N.d. Available from: http://www.unicef.org/southafrica/

Joburg Child Welfare. n.d. Available from: http://jhbchildwelfare.co.za/

Turnitin Receipt

Non Plagiarism DeclarationThe School of Communication places specific emphasis on integrity and ethical behaviour with regard to the

preparation of all written work to be submitted for academic evaluation.

Although academic personnel will provide you with information regarding reference techniques as well as

ways to avoid plagiarism, you also have a responsibility to fulfil in this regard. Should you at any time feel

unsure about the requirements, you must consult the lecturer before you submit any written work.

You are guilty of plagiarism when you extract information from a book, article or web page without

acknowledging the source and pretend that it is your own work. In truth, you are stealing someone else’s

intellectual property. This doesn’t only apply to cases where you quote verbatim, but also when you present

someone else’s work in a somewhat amended format [paraphrase], or even when you use someone else’s

arguments or ideas without the necessary acknowledgement. You are also not allowed to let anyone copy or

use your work with the intention of presenting it as his/her own.

Learners who are guilty of plagiarism will forfeit all credit for the work concerned. In addition, the matter can

also be referred to the Committee of Discipline [learners] for a ruling to be made. Plagiarism is considered a

serious violation of the university’s regulations and may lead to suspension from the university.

For the period that you are a learner at the School of Communication, the under-mentioned declaration must

accompany all written work to be submitted. No written work will be accepted unless the declaration has

been completed and is included in the particular written assignment.

wiKreate declare the following:

· I understand what plagiarism entails and am aware of

the university’s policy in this regard.

· I declare that this final research script is my own,

original work. Where someone else’s work was used

[whether from printed source, the internet or any other

source] due acknowledgement was given and reference

was made according to School requirements.

· I did not make use of another learner’s previous work

and submitted it as my own.

· I did not allow and will not allow anyone to copy my

work with the intention of presenting it as his/her own work.

Alysia Jacobs Karabo Kotane

Lebogang Maseko Nerissa Pillay