ABOUT THE WORK

PRASA’s “We Are Doing More, So You Can Do More” campaign was born out of necessity to restore South Africans’ faith in rail travel after years of challenges. Following a period of service disruptions and negative press, PRASA embarked on a massive rebuilding effort, revamping stations, reopening lines, and introducing state of the art trains. The campaign served as a national announcement of this transformation, with a goal to reconnect South Africans to Isitimela Sabantu (The People’s Train).

The centrepiece of the campaign was a visually stunning TV ad that showcased PRASA’s progress. From modernized stations with places to eat, shop, and bank, to the new state of the art trains, Isitimela Sabantu, the ad highlighted safety, affordability, and convenience. The storytelling was deeply rooted in South Africans’ daily lives, showing how PRASA was doing more to make travel easier and better for everyone. 

Strategically, the campaign amplified PRASA’s progress while inviting both new and previous passengers to rediscover the value of rail travel. It wasn’t just about selling tickets; it was about rebuilding relationships, restoring pride, and showing that PRASA is more than just a transport provider. It is a part of the fabric of South Africa.

The response was overwhelming. South Africans shared their excitement, their memories, and their pride in seeing PRASA back on track. The campaign’s impact extended beyond awareness, driving increased interest in train services and proving that PRASA has an important role to play in the lives of millions. This was more than a campaign. It was a promise to South Africans: PRASA is doing more, so you can do more.

CREDITS

Brand/Client: PRASA

Agency: Blueprint Communications Group
Executive Creative Director: Eureka Nkese / Itsoseng Matsane

Film Production Company: Darling Films
Director: Gale Maimane
Sound & Music: Audio Militia
Post Production:  Post Modern Studio

 

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.