Adding to its list of accolades, the much-awarded Ster-Kinekor and Vision Mission #OpenEyes campaign has received yet another global honour. This time it is in the form of a Campaign Gold Award in the Effective Creativity Category, announced at the prestigious 39th Loeries Creative Week in Durban (14 to 21 August 2017).<\/p>\n
Ster-Kinekor and its creative agency FoxP2 Cape Town, were awarded for the heart-warming CSI campaign that saw a young man, Philani Twala, from Katlehong on the East Rand, receive a double corneal transplant \u2013 and a second chance to live his best life.<\/p>\n
\u201cBeing recognised yet again for our heart-warming #OpenEyes campaign is a huge honour for the marketing team at Ster-Kinekor Theatres, and our creative agency, FoxP2, together with Ogilvy Public Relations JHB and Juice Content, whose integrated collaboration on this project resulted in this award-winning work,\u201d says Motheo Matsau, Chief of Marketing and Sales at Ster-Kinekor Theatres.<\/p>\n
The 2016 #OpenEyes campaign told Philani\u2019s story \u2013 for the past 10 years, he has been suffering from an eye condition that had made him almost completely blind. However, he could not afford the treatment to restore his vision \u2013 a costly double corneal transplant.<\/p>\n
The #OpenEyes campaign followed Philani\u2019s emotional and uplifting journey to regain his sight, following the sponsored operations. It then called on all South Africans to share in his journey by nominating the film he should watch as his first ever, big screen cinema experience. The film that was chosen was Avatar.<\/p>\n
The #OpenEyes campaign forms part of Ster-Kinekor\u2019s CSI programme Vision Mission, a dedicated programme focused on healthy eye care in children. Moviegoers can opt in and donate to the programme when booking tickets online or at the cinemas\u2019 self-service terminals.<\/p>\n
\u201cCSI is not just a good to have activity for corporates, it\u2019s a necessity because of the good impact it has on ordinary community members. We need to consistently do good for the good of others while being mindful of our deeds as an organisation,\u201d motivates Matsau.<\/p>\n
Matsau adds: \u201cThe #OpenEyes campaign placed another side of the movie industry in the spotlight. A side that focuses on the importance of healthy eyesight and vision as essential senses to appreciate the magic of the big screen. The campaign certainly got South Africans talking and voting for their favourite film for Philani to watch, while creating awareness for a plight that affects thousands of other \u2018Philani\u2019s\u2019 across our country.\u201d<\/p>\n
The campaign recorded 50 million online impressions with an earned media figure of more than R14 million, more than twenty times the campaign budget.\u00a0Twala was featured on the front page of The Star newspaper, among numerous print and online articles, and appeared on SABC News, Talk Radio 702 and Cape Talk, to mention a few broadcast platforms. During the campaign period, donations to Vision Mission increased by a staggering 60%.<\/p>\n
Hear all about Philani\u2019s journey<\/a><\/p>\n Philani will be at the Ster-Kinekor offices on Tuesday, 29 August 2017, to share more about life through his new set of eyes. For interview opportunities with Philane, please contact [Ogilvy Public Relations, Lineo Thakisi on 081\u00a0363 6872] no later than 25 August 2017.<\/p>\n Other awards the #OpenEyes campaign received:<\/p>\n Adding to its list of accolades, the much-awarded Ster-Kinekor and Vision Mission #OpenEyes campaign has received yet another global honour. This time it is in the form of a Campaign Gold Award in the Effective Creativity Category, announced at the prestigious 39th Loeries Creative Week in Durban (14 to 21 August 2017). Ster-Kinekor and its… Continue reading Ster-Kinekor And Vision Mission #OpenEyes Campaign Secures A Campaign Gold At #Loeries2017<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12],"tags":[152],"class_list":["post-4915","post","type-post","status-publish","format-standard","hentry","category-awards","tag-loeries","entry"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.samdb.co.za\/blogs\/wp-json\/wp\/v2\/posts\/4915","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.samdb.co.za\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.samdb.co.za\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.samdb.co.za\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.samdb.co.za\/blogs\/wp-json\/wp\/v2\/comments?post=4915"}],"version-history":[{"count":0,"href":"https:\/\/www.samdb.co.za\/blogs\/wp-json\/wp\/v2\/posts\/4915\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.samdb.co.za\/blogs\/wp-json\/wp\/v2\/media?parent=4915"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.samdb.co.za\/blogs\/wp-json\/wp\/v2\/categories?post=4915"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.samdb.co.za\/blogs\/wp-json\/wp\/v2\/tags?post=4915"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n