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Given the aforesaid good track record of Sadmon’s Members and its
skilled employees Sadmon has capacity to deliver on big projects such as the
current Khomanani project.
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Sadmon’s offices are currently situated in Braamfontein, but the
Members are considering opening office branches in other regions
and/or provinces in South Africa.
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SADMON PROJECT AND CONSULTING PROFILE
"THINKING OUT OF THE BOX"
Project Case Study:
Khomanani Programme
It
is the biblical story of
David and Goliath. When
the Khomanani tender was
re-advertised by the
Department of Health (“DOH/Client”)
at the end of the year
in 2006, Cyril (one of
the founding members)
put together a
consortium called the
Khomanani Communication
Consortium (“KCC”)
including Sadmon as a
project management
corporation to bid for
the tender. Cyril’s
consortium competed,
among others, against
Johnnic Media
Investment, Media 24,
Kagiso Media. Cyril’s
consortium comprising of
the following consortium
members: TBWA,
SizweNtsaluba VSP, and
Izwi Multimedia were
awarded the tender. The
total value of this
tender was over R270
million
The Khomanani Programme
is a government’s mass
media communication
strategy of creating
awareness and playing an
educational role on
issues of HIV and AIDS,
TB, STI’s, Health
Promotion and Nutrition.
Sadmon Projects and
Consulting plays a
pivotal role of project
managing and providing
client service on this
programme. This project
is commenced in May 2004
and continuous to run to
date.
A
succinct summary of the
roles and
responsibilities of
Sadmon in the Khomanani
Programme is as follows:
-
Playing the
leadership and
coordinating role
from the initial
stages of bidding
for the Khomanani
Programme and
throughout the
project processes of
developing,
coordinating,
implementing and
managing the
Khomanani Programme;
-
Develop, coordinate
and implement
the mass media
communication
strategy (“the
Communication
Strategy”) for KCC,
in consultation with
other KCC members;
-
Managing the
brainstorming
workshop sessions
with the creative
teams
when developing
content and messages
aimed to be
communicated by KCC
to the public as
campaigns;
-
Scheduling the
campaign periods and
managing all the
internal processes
to ensure that the
campaigns run on
schedule and within
the allocated
budgets;
-
Contracting and
managing 3rd party
service providers
that play a role in
the delivery of the
Khomanani Programme
– thus within the
consortium and with
client;
-
Managing the
Community Action
component
of the programme
(social mobilisation
across the country)
-
Manage training and
development
to all personnel
that implements
Community Action;
-
Coordinating public
relations and events
management
of the Khomanani
programme
-
Serving as a
spokesperson for the
consortium
-
Facilitating media
planning and
relations
between the
consortium, client
and media owners
The summary below
explains the performance
of Khomanani campaign in
relation to various
surveys or measures of
success.
-
The latest
independent National
Com Survey outcomes
demonstrate the
worth of government
effort on HIV
intervention through
Khomanani. A 65%
reach and various
impact levels on
diverse campaign
areas proves that
government can
possibly half the
new HIV infection
rate – even though
it may not
necessarily be by
2011 but this
(together with other
efforts) can
eventually make this
to be achievable.
-
Government is also
humbled and inspired
by an independent
survey (TNS Research
Surveys ’09)
concluding that
government HIV& AIDS
media campaign (Khomanani)
led the pack of out
of all government
initiated or
sponsored media
campaigns and was
regarded as
effective and
impressive by the
public. To this NDOH
was conferred with a
Public Sector
Excellence Award by
Brand Leadership
Academy.
-
Khomanani
Effectiveness Study
(Diabalwa Survey)
2009 also reaches
similar conclusion
in terms of the
public positive view
and impact of the
government effort
through Khomanani.
-
Regardless of
certain people
turning HSRC ‘08
results and utilize
them to further
agendas (best known
to them), government
is happy that
Khomanani reach
moved from 38.4% (in
2006 when Dr
Goldstein was part
of Khomanani) to
56.8% (in 2008 when
KCC was in charge)
with even a greater
increased reach
amongst younger
audience (+64%).
-
The recognition by
Guinness World Book
of Records for the
mobilization
campaign (Red Ribbon
Challenge) we did in
2008 was another
milestone to be
proud of. We know we
managed to rekindle
commitment and
inspiration to our
people to address
HIV in their own
unique ways in the
environment they
live in.
-
The above
achievements were
also made possible
with some of the
best creatives in
the history of
Khomanani – the
Loerie award winning
Zithande campaign.
This pretested
creative concept
achieved and
expanded Khomanani
great reach &
performance in the
NCS ’09 – only after
a year and half of
visibility.
-
From Community
Action, over 3.3
million people have
been reached in the
past 2 and half
years through
door-to-door
activities. This is
through the
inspiring and
humbling work by
KCP’s in 36 sites
across the country.
-
More than 50 million
pieces of IEC
material were
distributed to all
government, NGOs and
other organizations
between May 2007 and
March 2010
-
Khomanani hosted
various government
events (STI, TB,
Candlelight
Memorial,
Partnership Against
AIDS, WAD) HIV that
generated more than
R140 million
advertising value
equivalence (AVE).
This media coverage
effectively expanded
the reach of
Khomanani messages.
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