loveLife has launched an exciting campaign called NAKANJANI which aims to create a movement of young people who are driven and in charge of their destiny. NAKANJANI seeks to develop young people who are able to respond to life with a strong sense of purpose, identity and belonging; and are able to safely navigate pressures and social expectations.
Three PSAs were produced as part of the roll-out of the loveLife Nakanjani campaign, focussing specifically on the situations young people find themselves in.
All three PSAs were produced as 60-seconders. This was a slight change from the original 3 x 30-seconder PSAs. loveLife found that the storylines were extremely rich and the content shot of such high standard that cutting shorter PSAs would detract from the message.
In each PSA the viewer can see a clear “Nakanjani” moment, where the lead character makes a decision to continue, whether it’s taking an HIV test, or working on their own future by staying in school despite their circumstances or continue looking for that opportunity, even though it seems like they will never be successful.
PSA 1: ACE:
HCT – the fear of testing.
Payoff line: I challenge my fears - NAKANJANI
In this PSA we showcase a young man who is obviously scared. The viewer does not know exactly why he is afraid until the end where he has an HIV test. It focuses on the fear of fear as opposed to the fear due to knowing that you had unprotected sex etc. We find that even though young people are sure that they have been safe, they are still afraid to test. Through this PSA we challenge young people to face their fears no matter what (Nakanjani).
PSA 2: LEBO:
Child headed Household
Payoff line: My future is up to me – NAKANJANI
The second PSA focuses on a young woman who finds herself having to take care of her siblings (child headed household). Not that she’s asked for the responsibility or is even ready for it. The PSA shows her struggling in poverty, doing her best to make sure her brother and sister are taken care of. A situation which many a young person finds overwhelming to such an extent that they give up on their own life. In this PSA we see the character have her Nakanjani moment…puts on her school uniform and goes to school. She takes charge of her own destiny no matter what her circumstances.
PSA 3: LUCKY:
Lack of access to opportunities
Payoff line: I wont quit, my time is now
The third PSA showcases the reality of the lack of opportunity in South Africa. It shows a young man looking for employment after he has finished matric. Looking for odd jobs, he gets turned away with each attempt. In the PSA we see him having his Nakanjani moment, where despite the fact that he has been unsuccessful, he gets up and tries again.