LovePlayTalk campaign

LovePlayTalkIlifa 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:

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’.GranDredscompositeLR


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.DadBabycompositeLR

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.PregHorizLR

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.BillboardComposite

Find out more:
Facebook: MyChildSA
Twitter: mychildsa

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

#LovePlayTalk Models
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.

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2 Responses to LovePlayTalk campaign

  1. Andy Dawes says:

    Very good pics. I know the show is on the road so the birds have flown so to speak. But I wanted to make a couple of a couple of comments:
    1: I was wondering what sorts of men you were hoping to depict? These men with tattoos are fine for some communities but would possibly not be acceptable in others – particularly more conservative and traditional communities. They do have a gritty appeal – even a bit of a gangsta look – to me at any rate – but certainly not typical of the average dad. So who is your target?
    2: The picture of Connie is lovely and very sensitive to my eye. But I do have concerns about its acceptability in a number of communities (too much nakedness – including showing legs not covered by a skirt) may not be acceptable in conservative and traditional communities. Could this lead to misinterpretation – a young pregnant woman who is not behaving appropriately?
    Did you research this issue to get some idea of what might be acceptable to a range of our communities? Will billboards be the same everywhere? Have cultural and faith concerns be taken into account?
    Thanks for opening the space for my reflection.

    • Thank you Andy, for your observations. The client had a specific idea of the tone, mood, models etc. I also believe the art director wanted to push the boundaries somewhat. I am aware of being sensitive and respectful to beliefs, however, it becomes very difficult to please everyone all of the time. With regards to the man with the tattoo, in essence is to show that a young father, no matter what his background is, is encouraged to participate in his childrens’ lives and participate in their development.

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