Business & Technology
Bridging The Gap - Connecting Government To People And People To Government
South Africa has struggled with the ability to connect the people with government due to poor infrastructure, economic diversity and technical challenges. GovChat created an application to help bridge this divide between the public and private sector – especially with the advent of 4IR having the power to further exclude more economically challenged demographics.
GovChat approached Magnetic to help launch this amazing new application that enables government to better engage with citizens and vice versa. Our challenge was to position this solution as more than just another app – as data is expensive in South Africa and Africa – but rather, as a simple, integrative platform for driving real-time interaction, feedback and change as both complementary and supplementary to government.
Government is Some People. GovChat is All People.
Our insight was to challenge people’s perception of ‘government’ and get them to think more about good governance being the responsibility of all citizens, not just those elected. We needed to start an inclusive conversation that was both virtual and physical and spoke to all stakeholders equally in a manner that was simple, clear and inspiring.
What can be said about tomorrow? The future is not a given. There is no one person tasked with writing its success. And in all the swirl, and conflict, and busyness, it can be easy to lose sight. To lose hope. To forget that there is always something we can rely on. Ourselves.
We are the spirit of this nation. It’s heart. Its hands. We are its limitations, and its resolve. To dig deeper, to rise above the noise. To find our voice and be heard. To will betterment with actions great or small. Whoever we are, wherever we are.
To determine our own future, together. Where Government is some of the people, GovChat is all people. And what we’ll say about tomorrow, depends on what we say today.
Positioning GovChat’s purpose ‘To evolve democracy’ and tagline as ‘GovChat Today’, we set about creating all the visual identity elements as well as a launch campaign to drive awareness and uptake amongst South African citizens, with one very simple message: Let’s Talk.
This strategy reinforced the participative element as well as omnichannel consistency and recognition that transcended geographic and demographic differences.
The Future Looks Positive
GovChat has gone on to become the official citizen engagement platform and data partner of the South African Government – attracting a successful second round of funding and thousands of new users signing up. Its unique visual identity continues to draw praise from both the public and private sector as GovChat pursues its purpose of evolving democracy digitally in South Africa and beyond into Africa.
“ To be able to have a hand in creating a brand that, potentially, will have a huge impact in determining the future of the African continent to say the least is something of fairytales. Creating an ever-lasting fairytale was our challenge as a Human Engagement Agency. ”
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