The magazine, Mediclinic Family, has a circulation of 72 791 (ABC Jul 10 - Jun 11), up year-on-year from 69 495 and is distributed throughout the group's 53 hospitals across Southern Africa. According to New Media account director Jason Curtis, suppliers are nominated in each of the client's business units, taking factors such as quality, service, commitment and cost effectiveness into consideration before making the awards public.
Tuffy Brands inserted 15 000 bags into the Zigzag surfing magazine to encourage beach clean-ups around South Africa. The successful campaign has resulted in over 37 beach clean-ups locally and internationally in Thailand, Sri Lanka and Indonesia.
The insert was teamed with an ad inviting surfers to participate in the clean-up and send in photos of themselves doing a beach clean-up or something cool with their refuse bags. The prize for best picture, a Reef wetsuit, will be published in the October issue of the magazine.
"The response to the campaign has been phenomenal and has resulted in a spin off that we never imagined," says Rory Murray, marketing director of Tuffy Brands. "The initiative has resulted in the formation of two beach clean-up groups in Cape Town and KwaZulu-Natal, who are now facilitating clean-ups on a monthly basis."
He says that the results show just how committed to the environment the surfing community is and running it the well-loved surfing magazine has resulted in great exposure online and in the social media space where people have shared their personal clean up stories.
According to Will Bendix, editor of Zigzag, hundreds of photos have been received, some funny and some serious, but all promoting what people feel is an important part of saving the environment. "The uptake has blown us away. The campaign has gone so well that we have had to extend the entry dates to the next issue of our magazine," he says.
"It's so great to see the surfing community stepping up. It's easy to let the enormity of environmental issues make us think 'what difference can we make anyway?' but this project proves that all it takes is one refuse bag and the willingness to get stuck in."
View photos on www.zigzag.co.za/multimedia/galleries/7888/Tuffy-Beach-clean-up.
