Ilifa Labantwana has just launched their national campaign, which will continue for a number of years. This extraordinary multi-media campaign’s focus is on the early development of South Africa’s children:
‘MY CHILD IS A SOMEBODY’
For the billboard aspect of the campaign, the models were earmarked, the brief analysed, and final logistics and details were set in place. On the day, the creative director, Connie Powys, and Ilifa Labantwana’s Radio Manager, Tamblyn Warnasuriya, were flown in.
The photographic shoot took place early on a Monday in Cape Town’s Buchanan Studio. Nikkila Mann started off with hair and make-up, yet keeping it as natural as possible. We had more models and shot options than would be used in the final campaign, but we set off to shoot as many beautiful photographs as possible.
Both toddler-models, Malachi and Luvuyo, added kiddie-fun to the day. Malachi loved the lights and found his superstar calling. We had the Gogo’s (grandmothers) playing with the toddlers – there was so much giggling on set for the aspect of ‘Play’.
Then of course, we also had a baby, the tiniest little creature. We nestled the baby in the strong arms of Aden and Michael – depicting ‘Love’ of a father. Encouraging fathers to spend quality time with their children.
The final aspect is ‘Talk’, Connie envisioned the pregnant mother on her side holding her pregnant tummy. Child development starts in the womb, the fetus is able to hear and responds to sounds, from as early as 30 weeks.
This advocacy campaign is designed to spark discussion and debate. There is also a radio campaign running concurrently on Metro FM, SAFM, Ukhozi, Motsweding and Radio 2000.
Ilifa urges you to take a selfie in front of a billboard and upload it to Facebook or twitter (with hashtag #loveplaytalk). Call into a radio station and talk about it.
The Team on the day:
Photography: Angie Lazaro
Ilifa Labantwana: Sonja Griese, Programme Leader; Svetlana Doneva, Communications Manager; and Tamblyn Warnasuriya, Radio Manager.
Creative Director: Connie Powys
Hair and make-up: Nikkila Mann
Buchanan Studio: Andrew Vulgarellis
Toddlers: Malachi Starling and Luvuyo Zigebe
Grandmothers: Monica Zigebe and Makhulu Klaas
Fathers: Aden Williams and Michael Kondila
Pregnant mother: Del Jossai
Ilifa Labantwana is a national programme which aims to provide implementation evidence, build national capacity and galvanise informed political support for the provision of early childhood development services at scale, focusing on the poorest 40% of children under six.
From left: Tamblyn Warnasuriya, Lisa Cohen, Connie Powys, Svetlana Doneva, and Angie Lazaro. Image on the right: Sonja Griese with Luvuyo and Malachi.