OUR WORK

Epwp :

Exppanded Public Works opportunities for the unemployed by using public sector expenditure

Background

The Expanded Public Works Programme is a government initiative aimed at skilling and developing SA's ordinary men and woman so that they achieve gainful employment and thereby alleviate poverty and joblessness.
At the time of the EPWP launch, South Africa's unemployment figures were hovering around 40%.
The task of the agency was to bring forwad a launch strategy and communications campaign that would reach all South Africans, without over promising whilst resonating with the affected.
The EPWP is a policy guideline on how to use labour intensive methods so as to create job opportunities for the unemployed and unskilled.
Our task was to launch the EPWP create awareness and positioning it as the pre-eminent skills development and job creation initiative by the SA government.

Solution/ strategic insights

We developed a composite and widely representative identity for the programme's credentials as a multi-sectoral
And tranversal initiatives.
The campaign was implemented and rolled out in phases linked to government (national and municipal infrastructure annual budget / expenditure) as well as already existing on the ground skills development and employment creating programs and projects. The communications campaign focused on creating visibility for these planned and implemented initiatives, thus profiling the overall programme's efficacy and archievements (i.e.job opportunities creating potential)

Phase 1:

Launched using an already successful and on the ground "gondalshu" Public works programme in the Limpopo
Province.

Phase 2:

localised communications by conducting a series of municipality and provincial development sponsored
Activation and implementations.