Via Afrika Publishers, publisher of educational textbooks, has had a reputation of being part of the old South Africa where education was seen as repressive and divisive. They wanted to change this by giving learners a voice and validating the role of teachers. So we interviewed scores of children.
These insights and quotes informed the entire design process.
The students and their hopes featured on the textbooks.
Instead of speaking at students, Via Afrika found a way of speaking to them.

With above the line we ran a 'Say thank you' campaign where people could thank their teacher online.
It was launched with a documentary style TVC that followed a well known celebrity, Andrea Dondolo, back to her hometown in the Eastern Cape to surprise and thank the teacher that made a difference in her life. She wrote a poem and sang it to her on the day. We hid in the bushes with the cameras and caught everything as it really happened! Very exciting!