FCB's Maserame Mouyeme says: "To determine the focus for our CSO, we asked FCB South Africa employees to identify two areas of outreach they believed would add value to our communities through so-called 'sweat capital' as well as financial capital. Employees chose HIV/AIDS and industry-related education.
"Our internal HIV/AIDS programme has run since 2004 and is focused on educating employees about the disease and living with HIV. Our external programme pinpoints three regional AIDS orphans' organisation, which we support with a cash grant and activities that address upkeep of the premises and teaching the children.
"The reason for including education as one of the group's CSO initiatives is that, as one of the market leaders, FCB South Africa is committed to growing a skills base that will add value to creativity. It has selected Imagination Labs in Alexander and Kwa-Mashu through which to make a difference in this sector."
The first 'Open Day' held in conjunction with the Alexander Lab took place in July when 50 learners visited FCB Johannesburg's offices in Sandton.
The intention was to show the students exactly how an agency runs - the processes, the structure of teams and how each department fits into the greater whole. It was also hoped this would give the students a glimpse into agency life and what they could expect when they, themselves finally join an agency.
"The visit was very successful. Not only did the learners get an insider's view of advertising, some of our younger employees took part in the briefing sessions and learnt a great deal about presentation and interaction. Student feedback was positive and FCB is excited about its future relationship with Imaginations Labs and hopes that other advertising agencies will also get involved with this great initiative."
