The AFF is a fidelity guarantee fund, which exists to protect the public against loss as a result of theft of trust funds by dishonest lawyers.

In early 2018, H+K was tasked with helping the AFF grow awareness of its brand among its target audience, an LSM 1 – 5 base, so it could deliver on its mandate: reimbursing people who have had their trust funds misappropriated by dishonest lawyers.

Through thorough research and an understanding of AFF’s target audience, H+K developed a campaign that focused primarily on engaging with community media, as well as national broadcast media, in order to reach the man on the street. We also created LinkedIn, Twitter and Facebook pages so that the AFF had a strong presence on social platforms.

Our team also made sure to develop simple yet relevant content that was easy to understand but that also educated the target market. The content focused on how the lower LSM audience should engage with legal practitioners, what their rights were, and how to read contracts so that they understood exactly what they were agreeing to.

In a period of just four months, the AFF spokesperson was on top national broadcasting stations – including the SABC, Ukhozi FM and Lesedi FM – and community radio stations at least three times a week sharing the AFF’s messages with listeners. Followers continue to grow steadily on the AFF’s social media platforms. On top of that, the AFF’s Claims Department reported that they had received a record number of calls since the inception of the campaign.

This campaign won a Certificate of Excellence at the 2019 Africa SABRE Awards.