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.