Flow was recently tasked with overhauling the recruiter marketing material used by TEACH South Africa, an organisation that strives on a daily basis to improve the quality of education in the country.
Every year, TEACH South Africa undertakes recruitment campaigns that target university students in the broad fields of maths, science, technology and English, appealing to them to join the organisation as TEACH Ambassadors and spend up to two years teaching children in disadvantaged communities across the country.
“In the past, many people found their marketing material quite confusing,” says Flow project manager Roshni Nana. “Some read the word TEACH as “TECH” on pamphlets, or couldn’t quickly see the relation between the body copy, pictures, and logo.
“As they were competing with other large companies offering attractive recruitment packages, we needed to create appealing new designs that clearly communicated the TEACH message, while grabbing the attention of students.”
Flow designer George Xafis says the ultimate aim of the project was to create marketing material to encourage students to sign up as TEACH Ambassadors. TEACH South Africa would then empower them to help make a positive difference in the lives of struggling school pupils across the country.
“The client knew what they wanted, which made the conceptual process so much easier. We established a concept using a bold approach, minimal graphics, large photographs, ambassador quotes, large areas of white and red, as well as concise body copy – all important ingredients in the relatively straight-forward rollout of the campaign,” says George.
“In the end, the client was happy with the final print product and the feedback from students and academics has been positive.”