According to the Metropolitan, the old adage 'a problem shared is a problem halved' has never been more powerful than now.

According to a survey on COVID-19 and mental health, conducted by the South African Depression and Anxiety Group (SADAG), 65% of the 1 214 respondents admitted to feeling stressed as a result of South Africa’'s lockdown, while more than half (55%) said that anxiety and panic were challenges they had personally experienced.

Llewellyn Allen, head of marketing at Metropolitan, says, "We are talking to those who feel that they are in some way responsible for others. Perhaps they’re a breadwinner, a key person within their community, a frontline worker or a caregiver in their family."

"With so much responsibility on their shoulders, they may feel incapable of vocalising their own fears and anxieties. We wanted to remind our audience that their voices are powerful and that by sharing these stories, they will encourage others to do the same," adds Allen.

Each week, Metropolitan will use the airwaves, as well as print and digital media, to enable dialogue on a variety of issues, ranging from education to parenting in the time of COVID-19.

Well-known personalities will spearhead the campaign in partnership with radio personalities, who will take to the airwaves and facilitate the conversations. The personalities include:
  • Musa Mthombeni
  • Malibonge Xaba
  • Hector Mathebe
  • Keabetswe Jan
  • Lehlohonolo Thoabala, and
  • Abongile Mangala. 
These personalities will aim to share the headline story for each week of the campaign, and listeners are invited to weigh in on what the words mean to them and how they relate to their personal narratives.

'Am I okay?' is an example of a three-word story used to spark a conversation with consumers. The motivator will then offer three concrete and practical steps to help consumers navigate their specific concerns. 

An example fo this would be, 'If you're not okay, acknowledge that feeling; do things that make you happy and bring you joy and lastly, be careful of the type of content you consume to keep a healthy state of mind.'

"This campaign aims to inspire mental strength so that we can all cope better with life in a COVID-19 world. South Africans are facing tremendous challenges and understand that life will never be the same," says Nontokozo Madonsela, chief marketing officer at Momentum Metropolitan Group.

"Through facilitating new connections and conversations, we hope to empower people by creating a much-needed platform for them to share their lived experiences," adds Madonsela.

"Despite the challenges we face, we have the ability to look beyond the now through our innate resilience as a community. Together, we can overcome our challenges, while offering a helping hand and a comforting, motivating voice," she concludes.

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