OVERVIEW
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.
WHAT WE DID
Creative Strategy
Creative Development
Asset Creation
BRAND
GovChat Pty Limited
THE BRIEF
GovChat approached LANSGraphix 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.
THE SOLUTION
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. 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.
THE RESULT
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.
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.
