The Government of Lesotho

How we storytold the Lesotho government’s socio-economic plans.

The Government of Lesotho

How we storytold the Lesotho government’s socio-economic plans.

The government of Lesotho was about to roll out their National Strategic Development Plan II – a holistic plan to steer their economy from a consumer-based to a producer-based economy. To do this, they engaged the help of our sister company, PEMANDU Associates to facilitate a series of Economic ‘Labs’ over 2 months to identify key projects as well as private investments that would unlock M19.9 billion in private investments and create over 30,000 new jobs by 2022/2023.

COMMUNICATE was brought in to help them story-tell the way forward through an Open Day event, 48-piece 9ft tall Gallery Walk Panels, a 204-page Roadmap, and a Strategic Communications Plan for the Government of Lesotho. See how a team of 5 made all of this happen in just 8 weeks!

The Brief

Having wrapped up the series of Economic Labs with PEMANDU Associates, we came in to distil the 500-page Lab Reports to deliver a compelling event as well as a comprehensive roadmap that would resonate with the people of Lesotho. And in doing so, position the government as transparent and committed to the transformation agenda.

Our Approach

Injecting fresh and relevant design.

A cohesive design language was developed and applied across the board – from the event day panels which mirrored an immersive art exhibition, to the visually appealing Roadmap (a boon for the public and other stakeholders to read up on all the detailed actions plans).

Given that one of the focus areas was to revamp the nation’s Tourism and Creative Industries Sector, it was fitting that there was a design-centric twist in how we presented their key collaterals. We did this by a minimalist geometric approach to our design. For the Roadmap, the geometric style was used to depict elements unique to Lesotho – this included their national flower, the Spiral Aloe which was used as a hero visual for the book’s cover. And in keeping with the spirit of celebrating the nation, we introduced a colour palette based on their national colours of green and blue.

Next came organising the event itself.

With the design and content of the panels developed, it was time to make the event happen. What’s an Open Day event? It’s a chance for the government to be transparent with the public on their plans as well as timelines for completion.

Team COMMUNICATE played an advisory role on the event management front, together with the assistance of a Johannesburg-based events company as its local arms and legs. Our goal was to ensure that the overall flow, look and feel of the event would enable the government to achieve its objectives – to educate the public on the Lab initiatives and to gather their feedback.

Now, we had to generate a buzz about the event.

Effective promotion is a prerequisite to create excitement and awareness around an event. To do this, the COMMUNICATE team worked closely with the government to hatch a comprehensive communications plan involving a network of state-owned and private media platforms.

The success of this plan depended on effective messaging. The COMMUNICATE team conceptualised cohesive content and design for the strategic communications materials for the event. These were featured across TV, radio and print media in the lead up to the event, led by the Ministers and key figures driving the Lab initiatives across sectors.

Outcome

Attracted over

500

international delegates from both the public and private sector.

Media reach to over

1.98 million

Basotho.

Outcome

Attracted over

500

international delegates from both the public and private sector.

Media reach to over

1.98 million

Basotho.