and printed posters and postcards.
Although many people in Timbali’s
audience are illiterate, research indicated that they had a sophisticated
media culture. Audiovisual, visual and
mobile communications were used to
communicate the most important
messages, supported by face-to-face
interactions with Timbali employees.
The six-month strategic communication campaign, developed and
implemented by DevCom and Timbali, was a resounding success. Using
surveys, individual interviews and
focus groups, the team determined
that recognition and understanding of
Timbali’s program had grown substantially. Among the specific campaign
• Funding increased by R2,550,000
(US$253,048) by the end of March
2013, compared with a goal of
• Understanding of the “cost of development” grew to 90 percent by
December 2012, compared with a
goal of increasing understanding
from less than 20 percent of the
audience to 70 percent.
• Understanding of Timbali’s business
and funding model grew to 100 percent by December 2012, compared
with a goal of 80 percent.
• Production increased 74 percent to
96 percent, depending on the crop,
compared with a goal of 5 percent.
The campaign achieved all its output and outcome objectives, directly
affected the bottom line, and laid a
communication system foundation to
build on in the future.
about the author
Mari Lee, ABC, is founder
and CEO of DevCom, a
development communication consultancy in