Addressing national issues through communication campaigns: reflections on LoveLife and Proudly South African

Abstract

This article considers how communication campaigns are addressing two critical issues in South African communities in order to bring about positive change. LoveLife and Proudly South African are perhaps the most publicised national campaigns in the land and they employ very different strategies in communicating messages. LoveLife is aimed at teenagers and takes on a very trendy and provocative approach with its publicity. Proudly South African on the other hand is aimed at reaching the South African public at large and takes the approach of building personal partnerships in the various sectors of industry and community. It is suggested that if any national communication campaign is to be successful, then thorough research on the issues and targeted publics need to be conducted.