PPS, a mutual financial services company based in South Africa, embarked on a brand campaign titled “Finding the Forgotten Graduate”. The campaign is a bold step towards addressing historical injustices faced by people of colour and women in academia. By bringing these graduates’ stories to the forefront, PPS aims to correct the narrative and celebrate their contributions, which have long been overshadowed.
As a company that exclusively insures graduates, PPS’s campaign is strategically designed to resonate deeply with its target audience. The campaign seeks to increase brand awareness, foster a sense of pride and community among graduates, and position PPS as a champion of equality and recognition in education.
To effectively reach its target audience, PPS collaborated with academic influencers. These influencers played a crucial role in amplifying the campaign’s message, leveraging their platforms to highlight the stories of forgotten graduates and encourage community participation.
A significant aspect of the campaign involved encouraging PPS members and the public to nominate deserving graduates from underserved communities. These nominations were for an academic grant, the value of which was calculated based on the hypothetical lifetime policy of the first forgotten graduate. This innovative approach not only provided financial support but also honoured the legacy of those who paved the way despite systemic barriers.
One of the campaign’s most profound impacts is its influence on the South African national school curriculum. As a direct result of PPS’s efforts, the curriculum has been updated to include the contributions of these forgotten graduates. This ensures that future generations will learn about and be inspired by these pioneers, fostering a more inclusive and accurate portrayal of history.
The success of the “Finding the Forgotten Graduate” campaign is measured through various metrics, including brand recall and positive sentiment analysis. Early reports indicate a significant increase in both, showcasing the campaign’s effectiveness in resonating with its audience.
The campaign’s emphasis on community engagement has led to widespread participation, with numerous nominations and positive feedback from the public. This collective effort has strengthened the bond between PPS and its members, reinforcing the company’s role as a community-oriented organisation.
PPS’s “Finding the Forgotten Graduate” campaign stands as a powerful testament to the company’s dedication to social justice, educational equity, and community engagement. By recognising and celebrating the achievements of historically marginalised graduates, PPS not only enhances its brand but also makes a lasting impact on South African education and society. This campaign is a shining example of how corporate initiatives can drive meaningful change and set new standards for social responsibility in the mutual insurance industry.
