Newspaper Business Day has launched a multiple platform campaign, which includes television, online and print, dealing with the eradication of poverty and inequality. The campaign is designed to encourage active engagement with Business Day’s readers and stimulate debate about issues that are core to the country’s future.
Hard-hitting payoff line ‘Understand your country or lose it’ is one of the payoff lines, one, the daily business newspaper’s target market are bound to understand.
The campaign informs readers of how critical, accurate and timely coverage is to decision-makers. It also infers the importance of freedom of information and expression with regard to a healthy political economy.
“We want to position Business Day’s value proposition in the minds of our readers as the most credible source of coverage of South Africa’s political economy,” commented Business Day’s editor-in-chief Peter Bruce.
“The campaign is passionate because we are passionate about coverage that is objective, informed and thoroughly well researched. We also care deeply about South Africa and its well being, and the campaign reflects this. “Poverty and inequality are South Africa’s core problems,” he added.
“Our readers need to understand the threat these pose and engage with the issues. ”Paper’s coverage commitment. The campaign aims to demonstrate Business Day’s commitment to delivering in-depth news, analysis and opinion of a caliber unrivaled in the country, to assist in constructive and well-informed decision-making".
“These adverts are the sharp end of a brand campaign that highlights poverty and the wealth gap as the country's single biggest problem and invites our readers to engage with it and not ignore it,” said Bruce. “We are suggesting that readers should proactively engage with the challenges South Africa faces, or they stand to lose their country, either symbolically to vested interests or even to conflict, and that’s how we got to the campaign’s headline. ”Stimulating debate, the advertising campaign makes provision for active engagement with readers.
“We’re aiming to increase awareness and usage of our social platforms, where members of the public can debate the country’s issues and their ramifications, thereby setting the agenda and making their voices heard,” said Bruce. “This will also allow our audience, especially business leaders, to inform and influence sound policy-making, and hold government accountable.
”Bruce believes that the campaign will set the wheels in motion for a more rigorous level of public debate. “The ‘Understand your country or lose it’ campaign is strong and evokes the degree of reader engagement so urgently needed in South Africa today,” he said. The campaign launched at the end of the second week in September 2013.