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SA’s First One-to-one Giving Platform Receives Creative Recognition

4 September 2015

South Africa’s first one-to-one online giving platform, GIVA, was recently awarded a Silver in the Digital and Interactive Website category, and Bronzes in both the Ubuntu and Service Design categories at the 2015 Loerie Awards.

GIVA is a project originally conceived and executed through a three-way partnership between former Western Cape innovation hub, The Safety Lab, professional fundraiser, Community Chest and Y&R SA’s Cape Town office.

The creative concept is a seemingly simple one – the digital connection of charitable givers (GIVAs) to individuals in need within the care of registered non-profit organisations. GIVAs have the option of donating to the individual of their choice after reading about their particular plight, either with their own money or their company’s CSI budget, which is allocated to them and converted to GIVAbucks, the platform’s currency. GIVAs consequently receive ongoing updates relating to the individual they have supported, and they have the option to share their gives and updates in their social media spaces.

Since its inception, GIVAs have helped with a variety of needs vetted by Community Chest. These needs include assisting individuals in their quests to complete various courses (including forklift driver training, carpentry and first aid courses), wheelchair repairs, wheelchair access bus passes, and new ID cards to make employment possible. Currently, there are more than 30 NPOs within the Community Chest network, and to date, more than R250 000 has been raised.

“Upon returning to South Africa from the UK in 2012, I was playing around with the idea of a digital giving utility that made it really easy for you to donate money from your phone,” says Graham Lang, Chief Creative Officer of Y&R South Africa and Africa.

“This need came from the desire to give more responsibly. I was bouncing some ideas of various people in the advertising and technology industries, until I one day met up with my cousin Gilad. He had just started working for The Safety Lab and so we got talking – I shared my rough ideas and it really resonated with him. Based on his background and experience in the sector, he quickly honed the thinking and fast-tracked the conversation into something that could actually work. It was essentially about applying a tech startup mentality to the idea, with an equal share and responsibility between Y&R South Africa and The Safety Lab, with Community Chest joining the cause at a later stage. Based on this, we have seen the platform grow and ultimately is helping to improve the lives of people who truly want to make a positive impact on society.”

According to Lorenzo Davids, Chief Executive Officer of Community Chest, it’s gratifying that the advertising talent channeling its energy into our country’s future, is celebrated and rewarded. “Project recognition at top industry awards is testament to the fact that the local creative and advertising industry has awakened to real social issues,” he added.

To read more about GIVA, or to sign up, visit https://www.giva.org.za/

Y&R South Africa Team Credits:

Chief Creative Officer: Graham Lang

Creative Director: Nkanyezi Masango

Agency Art Directors: Gareth Owen and Gareth Cohen

Copywriter: Graham Krige

Art Buyer: Ashleigh Hamilton

Client Service: Megan Hall