Case Study: Go Zim – Educating, Empowering, and Inspiring a Nation

Client Overview

Go Zim was a groundbreaking voter education initiative by the International Republican Institute (IRI) aimed at supporting free and fair elections in Zimbabwe. With the goal of educating voters about their rights and fostering an understanding of democracy, this campaign marked the first time an agency was engaged to drive such an initiative in the region.

The Challenge

Zimbabwe faced a critical moment in its democratic journey, and there was an urgent need to educate voters about their rights and responsibilities. The challenge was immense: to create a platform and campaign that could engage diverse audiences—both within Zimbabwe and across the diaspora in South Africa, the SADC region, and beyond. The campaign needed to resonate deeply with Zimbabwean culture, leveraging creative, relatable approaches to drive meaningful impact.

Our Approach

This wasn’t just a campaign—it was a movement. From research to strategy, concept to execution, every step was designed to create something that felt authentic, empowering, and enduring.

Research and Discovery

• Conducted extensive research into voter attitudes, challenges, and gaps in understanding within Zimbabwe and the diaspora in South Africa and SADC countries.
• Engaged directly with communities to understand cultural nuances, barriers to participation, and the role of media, music, and comedy in daily life.
• Identified key insights to shape a campaign that was not only educational but also deeply aligned with Zimbabwean culture and values.

Strategy and Concept Development 

• Developed a strategy focused on empowerment through education, ensuring voters understood their rights and the democratic process.
• Positioned the campaign as a positive, inclusive movement, leveraging cultural touchpoints like music, comedy, and storytelling to inspire engagement.
• Built a campaign platform that could serve both short-term voter education needs and long-term civic engagement goals.

Design and Campaign Execution

• Designed a vibrant visual identity and messaging framework that reflected the energy and optimism of the movement.
• Created multi-channel content, from videos and social media campaigns to in-person events and on-the-ground activations, ensuring maximum reach and engagement.
• Partnered with local artists, comedians, and influencers to amplify the message and connect with audiences in an authentic, relatable way.

On-the-Ground Implementation

• Delivered the campaign directly to communities through events, workshops, and performances, making voter education accessible and engaging.
• Used the platform to provide practical, step-by-step guidance on voter registration, understanding democratic rights, and participating in elections.

Results

• The campaign successfully engaged millions of Zimbabweans, both within the country and across the diaspora.
• Music and comedy became powerful tools for education, creating a cultural movement that resonated deeply with audiences.
• Post-election, the platform continued as a resource for civic education, evolving into a trusted source of information and inspiration for Zimbabwean voters.
• The initiative was recognised as a landmark effort in fostering democracy in Zimbabwe, setting a new standard for voter education campaigns in the region.

Conclusion

Go Zim wasn’t just a voter education campaign—it was a catalyst for change. By listening to the people and crafting a campaign rooted in their culture, we created something that didn’t just educate voters but empowered them to shape their future. For us, this wasn’t just about delivering a project; it was about making a meaningful difference. And that’s what Go Zim achieved—before, during, and beyond the election