The Loeries Awards which recognize the best work produced in the field of brand communication across Africa and the Middle-East were held on the 20 and 21 of September 2014, in Cape Town in South Africa.
The “Live activation “, titled “The Invisible threat” was the only Namibian entry to bring home a “bird” at Africa’s most prestigious advertising awards, for the 2nd year running in the section ‘Africa and Middle East’, newly introduced in 2013. The activation focused on the prevalence of sexually transmitted infections (STIs), which is a threat that many people believe is far removed from them.
Unsafe sex is depicted in light on the hidden dangers of unsafe sex in a novel way by using UV light in a nightclub, an environment that facilitates infections. Ghoulish faces that represent STI carriers to the partying crowd were shown so as to disseminate the information. Titles projected on a video wall and announcement by a re-known radio presenter, completed the message, informing the partygoers of the dangers of STIs said Truda Meaden, the Managing Director of Advantage Y&R.
The Commodity Exchange, the producer of ‘Smile Condoms’, the Advantage Y&R team, collaborating with The Warehouse, ,Power & Glory Films ,DB Audio and Thunderbolt productions made the ‘The Invisible Threat” a success because they managed to communicate shocking and relevant messages about STIs to the intended recipients.