To Understand PSA you need to understand local culture, not just the ideal cause goals. This viral video is a good example of that and they take advantage of it.
Brothers for Life promotes positive male norms and encourages the uptake of health services such as medical male circumcision (MMC), men taking up HIV Testing, consistent condom use by men and reduction of sexual partners.
Conceptualised by Joe Public, the ad introduces Tinqoh, a hero born and bred in the lush hills of ‘Indaweni.’ Fire, water and gravity are no match for this local superman who always answers the call of his community, until the day he’s faced with a completely different kind of challenge.
“We wanted to break down barriers,” says Lebo. “To take something serious and make it accessible so people feel more comfortable talking about it – because that’s the solution, or at least part of the solution. We have to be talking about these things.”
Director: Lebogang Rasethaba
Producers: Egg Films Rory O’Grady shot Tinqoh in KwaMashu , with William Kalmer editing the spot at Post Modern.