The Brief
INGONYAMA TRUST BOARD (ITB)
What if the brand is more popular but less understood? This was the dilemma faced by the Ingonyama Trust, an important player in the KwaZulu-Natal rural political economy.
Using radio, a popular platform among people living under ITB land we created a timely conversation about the role of ITB. This was followed by numerous articles in newspapers covering issues raised during radio platform. The campaign achieved ITB’s highest engagement levels, allowing the entity to rebrand itself.
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- The institution of uBukhosi remains a very significant element in society, which cannot be ignored. It is a contested and highly political institution because of its association with authority and power.
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