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Posted: February 28th, 2022
The South African Breweries has gone into partnership with Stop Hunger Now South Africa to make a campaign that contributes towards the poverty and hunger in Africa, specifically amongst students. This campaign's aim is to sell 8 packs of beer, and for each one sold, it will contribute towards a wholesome meal for a hungry student somewhere across Africa. With Africa having one of the highest poverty rates in the world, there are numerous amounts of people that go unfed daily.
The SA Breweries and Stop Hunger Now campaign is aimed at all beer drinkers, but specifically students who are new to the drinking scene and are more likely to have an emotional impact on the advertisement as they see the poverty amongst the students around them daily. It is said that many students across Africa fail their studies as a result of hunger, and therefore this campaign's main focus is to help feed hungry students living in poverty all around Africa by selling more beer.
The sole purpose of this campaign is to encourage beer drinkers to buy beer from SA Breweries, and specifically this "Beer for Africa" 8 pack, as it will help fund a good cause, as a part of the consumers money will go towards ensuring a student in poverty is fed a wholesome and nutritious meal. Clever tactics have been used in this campaign's advertisement to draw the audience's attention. A normal beer pack usually consists of 6 beers, and with this promotion the consumer will not only be supporting a good cause, but will also be getting two more beers.
Consumers will therefore much rather buy the 8 pack from SA Breweries' "Beer for Africa" promotion because they are getting more for their money and get to feel as if they have made a difference at the same time. This article seems to be presenting the truth as the campaign has provided sufficient information in the advertisement to buy one's interest, and it is also widely available throughout all social media platforms.
There is also a very small chance that a big company such as SA Breweries would present an advertisement as such with false information, as it will not only bring upon great inconvenience, but it will also look extremely bad on their reputation as a well establishes South African business. The target audience of this campaigns advertisement is people who drink beer, specifically young students who can relate to the cause behind the campaign through their peers.
The advert that has been displayed across many large social media platforms is very successful and does not fail to get the message across to the audience. It is a well lay out advertisement with a very clear verbal context that makes it easy for anyone to receive the message intended and identify the cause. Although this campaign has none but good intentions, the way that the money is being raised has created many problems around the matter.
The campaign does not violate any human rights, however the fact that they are using poverty to promote beer sales allows the audience to associate a negative feedback with the SA Breweries as it is as unethical. They are using a serious cause to market their beer in a population where binge drinking is an endemic problem, and many see this as a serious offense. If one is to really consider every aspect and detail of this advertisement, there could be serious offense taken.
The fact that the campaign is specifically aimed at students could raise a social debacle as majority of the people who go unfed daily are not students. Another issue that could be raised by this advertisement is the fact that the hands being held out with food in them in the one image are black hands, and under them it says "2018 target= provide 1 million meals for students".
This could raise a serious issue as it is stereotyping that black students are the ones who are in poverty and in need of the meals. The SA Breweries and Stop Hunger Now Campaigns' advertisement is accessible through all social media platforms, including their Facebook page. It may also be found in bottle stores that stock their products and is open for all public to see
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