The South African Social Security Agency (SASSA) is a national agency of the government created in April 2005 in order to distribute social grants on behalf of the Department of Social Development.
The purpose of this project was to conduct activations in all 9 provinces with a clear intention of creating awareness around the new SASSA Gold Card to do basic financial literacy training. Key objectives of the campaign were to inform, educate and to convert.
Legibility and readability are at the forefront of this creative direction because the branding elements are marketed at older audience. The resulting branding elements such as the flyers, tri-fold brochures and posters are copy intensive. Therefore, the choice of typography and colour was important.
The social grants were carried out by both the South African Post Office and the Postbank. Therefore generic co-branded elements were needed, which were separate from the SASSA branding.
This project was done during my time at Brand Leadership.
Creative Direction: David Minaar
Design and DTP: Tshepo Themba Mbokazi
Brand Activation: Lame Modise, Tshepang Makofane and Tshepo Themba Mbokazi
Event Management: Tshepang Makofane
Event Activation: Bahumi Catering & Events
