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SASKO: Break Bread With YOUth
In South Africa, June 16 (known as Youth Day) is a day that commemorates the fallen youth who defied apartheid laws on that day in 1976. They were protested for freedom. And now today, the youth are battered by the lack of economic freedom, stemming from a stagnant job market and high unemployment figures, leading to a sense of helplessness and hopelessness among them.
They were protesting for freedom. In South Africa, bread isn’t just food – it’s a cultural symbol of connection and care. With unemployment so high, we knew it was time to put more than just bread on the table - it was also time to put the wisdom that helps them get the bread, in the hands of the youth. Cue SASKO’s “Breaking Bread with YOUth” campaign that ran on Youth Day. Incorporating slices of advice printed on the packets of bread loaves in stores and using social media, we connected young South Africans, from those who’ve walked the journey to those who are still on their way. It was more than a campaign, it was a movement that encouraged them and reminded them that the hustle never stops… and neither does getting the bread.
CCO: Pete Little (Publicis Groupe Africa) Related |
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