Joe Public on Why Poetry Worked for Scar-Scanning Amnesty International Campaign
In a country facing a rising crisis of child and teenage pregnancy, Amnesty International South Africa’s #ScanTheScar campaign seeks to keep this urgent issue at the forefront of public consciousness.
Through arresting imagery, interactive print ads, and powerful storytelling, the campaign urges South Africans to confront the devastating realities faced by young girls.
Joe Public’s creative team – ECD Martin Schlumpf, art director Claudia Sharbel-Fahry, and senior copywriter Vuyani Plata – speak to LBB’s Olivia Atkins to discuss the inspiration behind their approach, the decision to weave Spotify codes into their visuals, and how they’ve used poetry to amplify the voices of those affected.
LBB> What was the brief from Amnesty International on the #ScanTheScar campaign and what inspired the direction you took?
Martin> We had previously done work for Amnesty on the child and teen pregnancy crisis in South Africa. While the campaign was impactful, this is an issue that needs to remain top of mind for us to continue chipping away at the problem. What prompted the brief was the fact that there has been an increase in the number of teen pregnancies from the year before. The direction we chose was prompted by a sense that many people who hear these numbers can’t even picture the individuals behind them.
LBB> What were the primary goals behind the campaign, and how did Amnesty International South Africa aim to address the crisis of child and teenage pregnancy through this initiative?
Vuyani> Amnesty International South Africa goes beyond awareness by allowing individuals to participate in the solution, either by communicating on social media to amplify the messaging or, as was this case with this campaign, by sending a pre-populated letter to the president of South Africa outlining the concerns and proposing a number of effective solutions to tackle the issue.
LBB> Tell me why a print campaign felt like the most effective format for communicating this message.
Claudia> Most people aren’t able to picture girls this young as being pregnant. The arresting power of caesarean scars on these tiny bellies needed an environment where people could fully take in what they’re seeing. Print provides that space.
LBB> How does the interactive element of the posters enhance the storytelling aspect of the campaign?
Martin> Scars tell a story and these ones served as portals for those willing to hear them. Weaving Spotify codes into the stitch marks of the caesarean scars signalled to viewers that there is something to view beyond the print ad.
While long copy ads have their place, we wanted to bring the reader into a storytelling space that exceeded their expectations. By scanning the code, the reader went on a multi-sensory journey that placed them within the story as a witness. The advantage of using Spotify is that the stories can be told without having to hold back or censor information, we could include graphic authenticity that even some mainstream publications shy away from when publishing the ads.
LBB> You collaborated with Woman & Home and Bona magazines to expand the reach of the #ScanTheScar campaign, why were these publications chosen?
Vuyani> Both magazines have a strong aspirational leaning that appeals to homemakers. It’s an environment where people are open to self-improvement be it for themselves, their homes or their families. By pulling back the curtain on the atrocities going on in other people’s homes, we were placing a collective responsibility on those who seek a better place for all.
LBB> What considerations were made during the production of the #ScanTheScar campaign, particularly in terms of portraying sensitive issues like child and teenage pregnancy, while maintaining respect and empathy for those affected?
Claudia> We worked with non-governmental organisations that deal with child and teenage pregnancy in order to acquire the stories for our campaign. We agreed to protect the identities of the children whose stories we decided to tell. We gave them fictional names and made sure to avoid including any markers that might reveal their identity. While each story is undeniably vivid, we intentionally told their stories with empathy to ensure sensitive handling throughout production.
LBB> You worked with well-known female poets and artists, such as Lebo Mashile, Koleka Putuma and Thembe Mvula, why did you decide to add poetry to the campaign and how did this medium add depth and authenticity to the narratives shared?
Martin> Initially, we were going to have each girl tell their own story. However, we realised just how traumatic it would be to ask them to relive this experience, especially given that they had probably done this countless times without justice being served. We needed people who could delve emotionally into their darkness and can evoke the true horror of these experiences through their storytelling. Poetry can do this and it’s able to capture true atrocity while mirroring real emotion. We’re really grateful to these poets for imagining what these children went through.
LBB> What impact has the #ScanTheScar campaign had since its launch, both in terms of raising awareness about child and teenage pregnancy in South Africa and in prompting action from the government and public?
Vuyani> While the campaign is still in its infancy, it has achieved a total online reach of over 4.8 million and sparked heated discussion online as well as interviews on radio and television. There has been a significant jump in the letters being sent to the president and legislation incorporating many of the solutions recommended are currently at the public hearings stage.
