Transnet Shoes on Feet
Year: 2025
Category: Internal Content & Campaign Development
The Challenge
The South African government still grapples with early childhood development (ECD) across various rural and township regions which are underprivileged and impoverished. Among the many deprivations of basic human rights, is the lack of quality school shoes, which has a direct impact on children’s ability to attend school. For that reason, the Transnet Foundation launched the ‘Shoes On Feet’ campaign as a rallying call for school shoes donations from Transnet employees across the country. Their aim was to collect a total of 400 pairs which they will match to bring the overall total to 800 pairs.
Our Solution
The willingness from employees is there, ours is to ensure that we tap into it by making the intention known and understood. We developed a strategy that roped in leadership of the organisation which is the Group Chief Executive, Adv. Michelle Phillips. She did a clarion call and appealed to her colleagues through a heartfelt video message that was distributed company-wide. Over and above that, we developed and produced an animated promotional video that was accompanied by a series of emailers and posters that were shared through channels such as the intranet, WhatsApp community, Safety briefings and Town hall meetings.
5000 pairs donated exceeding initial target of 800
In the spirit of Ubuntu and leaving no child behind, Transnet employees over delivered on the 800 target by ensuring that 5000 pairs of school shoes reached 5000 primary school children. These donations were officially distributed by the GCE, Adv. Michelle Phillips across the Northern and Eastern Cape provinces. Employees expressed the need to donate more shoes to cover other parts of the country. That is the power of Internal Communications done right.
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