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Nedbank: Reality Check
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Leading up to Savings Month, Nedbank in partnership with agency Joe Public launched their latest campaign showcasing the harsh reality of not saving enough for retirement. For our activation Joe Public took over The Greenhouse, a trendy restaurant in Sandton, Africa’s richest square mile, and substituted the young and lively waitrons with elderly actors who were way past retirement age. The agency captured everything on hidden cameras to later reach a wider audience online. There were mixed reactions from the patrons during their dining experience, and it was only when the bill arrived highlighting the campaign message: “Reality Check. 90% of South Africans can’t afford to retire”, that the penny dropped. The campaign sparked a lively debate about retirement online, and as hoped, also resulted in the kind of introspection about saving that leads to action.
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