Burning Billboard
Illegal cigarettes rob the South African economy of R6 billion in tax revenue every year. We needed to show the public that the act of buying illegal cigarettes harms our country in a profound way and encourage lawmakers to act. The R6 billion lost to the trade of illegal cigarettes could be used to build schools, hospitals, government sponsored homes and other essential services.
We rigged a traditional billboard site to burn down an image of government sponsored homes over the course of 3 days, then with the glare of national media fixed on our billboard, we revealed our key message.
The Burning Billboard made news headlines, became a national trending topic on social media and made its way to parliament, encouraging stronger legislation to fight the trade of illegal cigarettes.
Founded in 1998 and growing into Joe Public in 2007, JPU is one of the MEA region’s leading integrated brand and communications groups. The group is 60% black-owned making it one of the largest majority black-owned independent agencies in the country. JP is a purpose-driven agency that exists to be the fertile soil that grows their people, clients and the country. The group’s service offering aims to deliver on creative excellence through its 360º service offering (ATL, BTL, Brand Design, Digital, PR and Media) both in Johannesburg and Cape Town. The group also has African and European partners/affiliates in 8 different countries.
Connect with us: www.joepublic.co.za and follow on @JoePublic, Facebook and Instagram.
