Cartoon time in Congo!
In 2018, we launched an education and behaviour change campaign in Congo aimed at children; approximately 40% of the population there are under 14 so it’s a vital audience. We worked with a local artist to develop a campaign around the cartoon characters, Glad, a schoolboy and his blue dog Vad. This cheeky duo taught children the importance of binning rubbish properly and keeping their neighbourhood clean.
The cartoon became an instant viral hit, and in many communities the characters have now become household names. The video was played during a tour of primary schools in Brazzaville, Pointe Noire and Oyo, under the Patronage of Ministers and representatives from the municipalities. In just one year, Averda representatives and the mascots visited 42 schools, distributed 12,905 books and engaged directly with 20,341 children.
Converting to Covid
In 2020, as Covid threatened communities around the world, Glad and Vad were repurposed with new, health-protection messages focused on hygiene and social distancing. International versions were made in languages from Arabic to Zulu and distributed across Averda’s markets, including regular spots on local television.
Adapting to local cultures
Culturally appropriate adapted versions of the cartoons were developed for use in our GCC markets where the canine character was replaced by a pet cat, demonstrating Averda’s sensitivity to cultural norms among the populations where we work.