The Bigger Than Me team ventured to Mpumalanga recently to work on the Babonise Campaign for the DO MORE FOUNDATION.
Our team was responsible for telling the story of the campaign and ensuring that its objectives are clearly delivered through video storytelling.
Our brief was to create an emotive video showcasing the ‘why, how and what happened’ for the campaign.
This campaign is so important to emphasise the importance of the role of fathers and/or male figures in families as role models especially in underserved communities.
Delivering the campaign message through video is one of the most effective tools for the project.
About the BaBonise Campaign
The DO MORE FOUNDATION (DMF), founded by RCL FOODS, has partnered with the prestigious 2023 Selati Cup to introduce the “BaBonise – Show them!” campaign.
The campaign aims to promote the active and positive involvement of men in the lives of children across South Africa.
The BaBonise campaign is a response to a pressing issue faced by the nation, with recent studies revealing that 60% of children in South Africa grow up without their biological fathers (Human Sciences Research Council and South African Race Relations Institute: 2020).
However, another study highlights that 78% of children in the country share a household with an adult man (State of South Africa’s Fathers report: 2021). Recognising this, the BaBonise campaign seeks to empower and inspire men who are already present in children’s lives to embrace their roles as influential figures.
The campaign leverages the immense popularity of soccer, the world’s most beloved sport, to engage an already passionate audience and encourage them to become ambassadors of change. By recognising the untapped potential of players and spectators as male role models within their communities, the BaBonise campaign aims to facilitate a transformative shift.
Why ‘BaBonise?
The “BaBonise!” advocacy campaign, which translates to “Show Them!” in English, revolves around the notion of demonstrating essential skills in football and translating them into becoming strong male role models for young children. These skills encompass the ability to engage in play, provide protection, display love, and serve as positive influences in children’s lives.
The DO MORE FOUNDATION, in collaboration with RCL FOODS, is taking a significant step towards nurturing a society where male role models actively contribute to the lives of children. Through the BaBonise campaign, they seek to inspire men to recognise their potential and embrace their responsibility in shaping a better tomorrow for South African children.
Bigger Than Me are thrilled to have worked on this campaign.
It is so important to deliver a strong message through online media about the significance of positive father-figures in the lives of children and video storytelling is one of the most effective formats to use.
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