| Morality & Ethics: Transforming the Brief The oil industry is not renowned for confronting the impact of its products on either human or environmental health. Yet Shell was persuaded to spend part of its marketing budget on information and intervention that honestly addressed the potentially life threatening consequences of the domestic use of paraffin. Practical intervention was assured with free child - proof closures. The campaign communicated important safety messages, whilst items such as hand puppets (left) were manufactured by Women’s Groups in Kyelitsha, there by commercially benefiting the ‘targetmarket’ - communities where paraffin is used as a primary fuel. | | 
| Recognition: Awards The Shell Paraffin Safety Campaign won the Red Cross Children's Hospital Awards, The Mayor's Awards, The SA Bureau of Standards Award, and the overall prize in the Nedbank Sals Promotion and Design Awards. The latter was one of the fifteen awards won by the founder of Greenprint. | | 
| JoJo: A Well Loved CharacterJoJo and his little friends, Lucy and Fusi, are popular characters created by the well known illustrator, Len Sak, who produced the delightful illustrations for the campaign. After almost half a century of being published in the Sowetan, JoJo has become a widely recognised, trusted character who speaks out for justic, morality and safety.Branded buses were so popular they became known as JoJo's, as in: "Lets catch the JoJo!" |
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