PITCH:AFRICA is the first-of-its kind rainwater harvesting and filtering system built into a soccer field. This innovative system captures, stores and filters rainwater that will provide clean water on a regular basis where water is scarce or unavailable throughout Africa and other parts of the world. PITCH:AFRICA will also address some very basic community needs such as education, access to health care, food cultivation and economic development, providing the infrastructure necessary to create and sustain thriving communities.
Hershey|Cause was asked by the Annenberg Foundation to develop a communications and media strategy to support the introduction of PITCH:AFRICA and its ability to create a sustainable and cost-effective way to address water scarcity anywhere in the world where it rains. Leveraging the world’s attention on South Africa and the World Cup, we organized and executed a large-scale media event at the Port of Los Angeles where a life-size model of PITCH:AFRICA was unveiled between the semi-finals and finals.
The event was a resounding success, hosting influential stakeholders and the media for the Annenberg Foundation’s unveiling of PITCH:AFRICA and its plans to work with Oscar-winning actress Charlize Theron and her nonprofit, the Charlize Theron Africa Outreach Project, to explore a location in South Africa to build the first PITCH:AFRICA.
Our development and execution of a smart strategy, strong messaging and superior communications materials were the factors that ensured the project’s success. Specifically, we advised the Annenberg Foundation on strategies to leverage Charlize Theron’s involvement in the project, including the production of a live-feed from South Africa to the media event itself. We also advised the Annenberg Foundation on the development of all branded materials promoting PITCH:AFRICA and created the key messages and talking points for the event’s spokespeople. To support the media outreach efforts, we produced and oversaw the distribution of a comprehensive multimedia news release that included a press release, multiple fact sheets, broadcast quality b-roll, photos of the event, as well as animated videos explaining how PITCH:AFRICA works. For future marketing efforts of the project, we produced a two-minute video explaining PITCH:AFRICA to potential funders and partners.
