The 2018 Transparency International Corruption Perceptions Index assigned South Africa an index of 43 out of 100, ranking South Africa 73 out of 180 most corrupt countries. South Africa has a robust anti-corruption framework, but laws are inadequately enforced and accountability in public sectors such as healthcare remain low. In addition, negative sanctions have been put in place to discourage whistle blowers from reporting corrupt activities in both the public and private sectors. So while 66% of South Africans believe that the government could be taking more steps to restrict corrupt activity, they feel disempowered to do anything about it.
Corruption Watch is a non-profit organisation working to fight corruption in South Africa. Our challenge was to help them raise funds on their digital platforms. How do we turn people’s emotions towards corruption into action?
Instead of talking about corruption, we created stories that highlighted the impact that corruption had on ordinary South Africans. By doing so, we brought to life stories that people could emotionally engage with and also bring to life topics that people complain about. Then what? We were then able to strategically position Corruption Watch as the force that would take action on their behalf through their donations.