Nurse Eagan Sithole. Picture: SUPPLIED/JOE PUBLIC
Nurse Eagan Sithole. Picture: SUPPLIED/JOE PUBLIC

Eagan Sithole is an emergency care worker who is fighting to save lives during the worst pandemic in 100 years. Through the microcosm of Sithole’s story, insurance company Assupol delivers a deeply moving salute to all health workers across SA.  

Watch the video below:

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. 

Assupol and Joe Public identified the right nurse and filmed her reaction to the mass media tribute.

The film was directed by Lebogang Rasethaba from Arcade Content. 

“This was a special project to work on because of the content, and the context,” says Rasethaba. “As a director, when you get such a strong idea you need to find the balance between bringing your magic, but also allowing the idea to manifest naturally and fully. Because the idea was so solid, I decided to focus on the character and her personal story, her humanity.”

“Serving those who serve is what we are grounded on as an organisation, and we want all our front-line workers to know we are constantly behind them,” says Assupol CEO Bridget Mokwena-Halala. 

The billboards will remain up for another month as thanks to all those who are serving on the front line. 

This article was paid for by Joe Public United.


Would you like to comment on this article or view other readers' comments?
Register (it’s quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.