Brief – The brief tasked us creating an illustration-led campaign that solves a problem within a department of the South African government. The chosen handcrafted medium had to communicate the concept. The campaign had to include four out-of-home touchpoints to meet the needs of the identified problem.

Problem – The Government Printing Works is an entity within the department of Home Affairs that is responsible for the printing of all official documentation, such as birth certificates and IDs. One of the biggest problems that they face is that too many children in rural South Africa grow up undocumented, making them legally invisible and excluded from basic rights. Furthermore, the parents of these unregistered children are not aware of this documentation process and struggle with a lack of access to Home Affairs in rural areas.

Insight – A birth certificate isn’t just paperwork — it’s protection, visibility, and the first step toward a future.

Solution – “iQala ngeGama” is a campaign that aims to encourage and empower parents—especially in underprivileged communities—to register their children within the first 30 days of life, ensuring every child’s right to legal identity, protection, and access to essential services. This was communicated through a collage style that makes use of the visual elements that make official documents unique and secure. The campaign consisted of four touchpoints, including a mobile Home Affairs unit, an educational pamphlet, a paper doll and billboards.