Campaign Case Study
JEFF's Go For Gold Workout, in partnership with Vitality and adidas
JEFF’s Go for Gold Workout on Saturday 26 June 2021, in partnership with Vitality and adidas, was a socially distanced exercise and entertainment extravaganza to inspire South Africans to beat the winter slump, while raising funds to help end period poverty in South Africa.
We managed to raise R170,000 for the MENstruation Foundation to enable them to install free sanitary pad vending machines in schools around South Africa, helping to keep these girls in the classroom and restore their dignity. 4 million girls in South Africa miss up to 5 days of school each month as they cannot afford a pack of sanitary pads. This is a massive socio-economic issue in South Africa which has a deep impact within communities.
As South Africa’s Olympic athletes prepared for their greatest challenge, JEFF invited all South Africans to do the same in a unique 12-hour workout spectacle, supported by top local bands, athletes and personalities. JEFF was joined by celebrity comedian and actor Siv Ngesi who is the co-founder of the MENstruation Foundation, as well as a stellar lineup of bands including Prime Circle, Majozi and Rubber Duc and top SA athletes such as Elana Meyer, Scarra Ntubeni and the SA Women's Olympic Waterpolo Team. The event was live streamed to Facebook and YouTube so anyone could join from anywhere, for free.
Everyone was invited to register for free and commit to joining the workout, whether for 30 minutes or to challenge themselves to “go for gold” and earn a virtual gold medal by taking part in the online event for 4 hours. A small optional donation to the MENstruation Foundation was encouraged and JEFF committed to donating a pack of sanitary pads for each gold medal earned during the workout. Over 250 packs of sanitary pads were distributed to the MENstruation Foundation.
Above & below: In order to gamify the event, virtual awarding badges were created. These were awarded to participants in the "badges" section of the JEFF Web App. To receive a gold medal, an attendee had to log 4 hours of exercise that had been completed on the day of the main event. A silver medal required 3 hours of exercise to be logged, and so forth.
Above & Below: To build up to the main event, JEFF hosted the Bronze Workout and the Silver Workout. These were the key lead visuals for those events.
Above: This animation was created to play on the green screen behind the instructors at the awards ceremony at the end of the main event.
Campaign Statistics
We had over 50,000 live viewers from 50 countries and managed to raise R170,000 for the MENstruation Foundation.
