Brothers for Life promotes positive male norms and encourages health services

Egg Films’ Lebogang Rasethaba directed Tinqoh, Brothers For Life Yenzakahle’s new ad.

Conceptualised by Joe Public, the ad introduces Tinqoh, a hero born and bred in the lush hills of ‘Indaweni.’ Fire, water and gravity are no match for this local superman who always answers the call of his community, until the day he’s faced with a completely different kind of challenge.

Brothers for Life promotes positive male norms and encourages the uptake of health services such as medical male circumcision (MMC), men taking up HIV Testing, consistent condom use by men and reduction of sexual partners.

Lebogang is known for the artistic lens through which he looks at socially conscious topics like this, whether in documentaries like The People Versus The Rainbow Nation and Prisoner 46764 or his #Operation45 brand films for Operation Smile, which won Creative Circle Ad of the Year in May.

But while Tinqoh’s subject matter is serious, the advert rather taps into South Africa’s filmic history of using humour to deal with trauma.

“We wanted to break down barriers,” says Lebo. “To take something serious and make it accessible so people feel more comfortable talking about it – because that’s the solution, or at least part of the solution. We have to be talking about these things.”

Rory O’Grady shot Tinqoh in KwaMashu , with William Kalmer editing the spot at Post Modern.

About Lebogang Rasethaba
Lebogang Rasethaba grew up in South Africa, spent five years in China completing his master’s in film studies, and returned to his mother continent with a remarkable skill set and a handy fluency in Mandarin. Since then, Lebo has made his mark on the advertising world, winning Creative Circle Ad of the Year, working with a spread of international brands, and featuring regularly on sites like Highsnobiety, i-D, Nowness and Vice. His Sons of Kemet music video screened at TED Global in 2017, while Lebogang has also completed three feature-length documentaries, The People Vs The Rainbow Nation, Future Sound of Mzansi, and Prisoner 46764: The Untold Legacy of Andrew Mlangeni. “There is this intensely creative, unapologetically young and curious energy in South Africa that I sense and subscribe to; it’s really infectious and I point my camera in that direction.”

Credits:

Title: Brothers for Life “Tinqoh”
Client: CCI

Agency: Joe Public
City & country: JHB South Africa
Agency producer: Tshepiso Moerane
Chief creative officer: Xolisa Dyeshana
Creative director: Martin Schlumph
Copywriter: Buyani Duma
Art director: Tshepo Mogorosi

Director: Lebo Rasethaba
Director of photography: Rory O’ Grady
Production co art director: Adi Koen
Production co producer: Julia Schnurr
Executive producer: Colin Howard

Editing company & city: Post Modern
Editor: William Kalmer
Post production co & city: Post Modern – JHB
Music & music publisher: Audio Militia

This Article is related to:
Living Positive, Medical Male Circumcision, Rape & Abuse, HIV, Egg Films, Lebogang Rasethaba, Brothers For Life, Joe Public, Tinqoh, South Africa, advertising world, Yenzakahle, Digital film, Branding, marketing campaign, digital campaign, short film, latest TVC, TV ads, inspiring short films, TV Advertisements, health campaigns


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