ESST was commissioned in 2008 to develop two publications for the launch of South Africa's largest BEE transaction (R26 billion) – the Inzalo Share Scheme. One publication would be aimed at Sasol employees and the other at the black public. The publications give basic information on what the stock market is, explain investment and introduce the Inzalo Share Scheme.
Because the spectrum of our target audience included people with different levels of education, from those who are functionally illiterate to those who are highly educated, we were challenged to develop a communication that could engage and inform them all. To this end, and also to create a look and feel that complemented the Sasol brand, we elected to shoot a photo story. The results speak for themselves – in keeping with the brand, the look and feel is clean, futuristic, but also bright, expressing joy and hope; while the content presents information that can often be confusing for those who are new to investment, in a language and style that is clear and easy to understand.
ESST conducted pretests for this project, amended the publication and will conduct further pretests in the new year.
