There are over 75,000 spinal cord injury cases in Kenya , but not one rehabilitation centre. The nearest one is in South Africa, 4000 kms away. In a poor country like Kenya, not only is this journey inconvenient, it’s also unaffordable. To raise the money to build a rehabilitation centre, we sent a paraplegic from Kenya to South Africa. Shot in the back in 2004, Zack undertook this journey, not by plane, coach or car, but in his wheelchair. And he was to return only when we had raised enough to build the rehabilitation centre. The campaign told people to donate to Bring Zack Back Home. The sooner they donated, the sooner Zack could come home.
1 Garnet Court
Kenmore, Brisbane
Australia
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The Fifth Sense thematic
A high impact thematic TVC entitled The Fifth Sense is soon to go into production.
setting up the problem with a haunting series of vignettes that highlight the bad driver and pedestrian practices that lead to catastrophic incidents. At the same time it highlights the broader problem that nobody ever says anything to prevent disaster in the first place. The images of friends and loved ones with missing mouths watching those close to them set themselves up for tragedy has been deemed the harrowing wake up call that Kenyans need to start talking with each other and their community leaders to initiate change at all levels of society.
As a stop gap the NRST ordered that a low cost interim TVC be launched in conjunction with the other material to get the conversation started and curb the carnage; particularly over the holiday period. The trick was to deliver something which was still impactful with out impacting on the successive campaigns' budget. My solution was an all type message which can be viewed to the right.
Integration
The campaign, although briefed in, and started life as just a traditional TVC, we came up with the thought “what if we did this for real?”. This allowed us to make so much more noise, thousands followed his journey on Facebook, Twitter and on the website: bringzackbackhome.co.ke His story featured on major national and international news channels. We also brought together a large number of different companies from within the Scanad group that hadn’t previously worked as one.
International
Zack’s epic journey caught the imagination of the world and inspired a whole nation, articles appeared in the New York Times, the Observer and the Guardian, television coverage on the BBC, Aljazeera and Africa’s InFocus, and it even encouraged the Prime Minister’s wife to jion him on the journey.
Moved by his struggles, Kenyan’s donated and brought Zack Back even before he reached the country’s borders.
