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Background: South Africa faces an energy crises. Not only in the generation of sustainable energy and distribution but also in losses due to electricity theft. Every year, approximately R4.4 billion is lost due to the theft of electricity from illegal connections, electricity fraud and electricity meter tampering. Further to this, innocent lives and mostly children, are the victims of dangerous connections. Hence a program, OPERATION KHANYISA, was initiated to address this crises. Communication Objective: The perpetrators of electricity theft are not only people from townships, but surprisingly, many large businesses too. Operation Khanyisa needed to demonstrate to this target audience the repercussions of their actions. Electricity theft is illegal and a criminal offence. They could end up in jail, or worse, kill someone through their actions. Solution: The best way to immerse the target audience and engage their involvement was through an interactive art installation. Art can be an emotive, hard hitting and graphically aggressive medium. This is a serious issue and so required a bold statement. We created a walk through exhibition that communicated, in an emotional tone and manner, the various repercussions related to stealing electricity as well as positive solutions to the problem.
Advertising Agency: DraftFCB, South Africavia adsoftheworld.com