Lebogang Rasethaba and Joe Public salute healthcare workers
arcade | 4 august 2020
An entire billboard campaign dedicated to one health worker. That’s how Assupol decided to honour Eagan Sithole, an emergency care worker who is fighting to save lives during the worst pandemic in a hundred years. Through the microcosm of Eagan’s story, Assupol delivers a deeply moving salute to all health workers across South Africa.
The campaign was conceptualised by agency Joe Public, who leveraged the power of outdoor media during the hard lockdown, when traditional billboards were mostly wasted space as hardly anyone was on the road – except for essential service personnel.