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Background:
In South Africa there is a political and cultural crisis surrounding white farming land. Over 9 generations ago the white South African claimed the land. Today, gang members have carried generations worth of hatred and this has resulted in inhumane attacks and murders on the farmers.
Problem:
Gang members are angry because they haven’t inherited a skill or future prospects.
Insight:
South Africa is in desperate need of developers, a job and skill that can be taught in only 3 months. In some cases, that’s the same amount of time a farm murder takes to plan.
Solution:
Google wants to persuade gang members that being a developer makes more sense that being a murderer. By enrolling on the free Google developer course, teaching them a skill they can build a future with.
Resulting in less farm attacks and general hatred. Specifically targeting the area of Pretoria in South Africa, as this is where the majority of attacks took place last year.
SHORTLISTED
Case study Video
Billboards
Placed on the road from townships heading towards farms, the route gang members
would take to the attacks. The billboards offer free life changing developer courses.
Bus Shelter advert
Using a perspex window, inside is a Raspberry Pi that is powering a three month count down clock.
Township guerrilla stunt
The pack includes the Raspberry Pi computer, the boxes would be left in the centre of the townships unattended with the intent they would be taken.
The pack also includes instructions on to set up the Raspberry Pi and how to get onto the
Developer course.
Radio Advert
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We are looking for the most wanted.
Gang members
Those who have guts
Those who have precision
Those who can jump hurdles
Those who think of killer ideas
We need you to train for the most wanted job in south Africa
Farming is dead.
Become a developer today for free with google
You got time to kill?
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