2022

NYX Video Awards - Gold Winner Winner

What Did MAMA Tell You? | QNET's 360 Anti-Scam Campaign

Entrant Company

QNET

Category

Series or Campaign - Multi-level Marketing

Client's Name

Country / Region

Singapore

QNET, a leading multinational e-commerce-based direct selling company, has launched a 360-degree marketing and advertising campaign in Ghana. The Campaign’s main objective is to educate the public about QNET’s business and highlight the red flags associated with a scam.

The campaign will be running across other sub-Saharan African countries where the company operates. The campaign concept is inspired by the quintessential African mother who frowns on bad behaviour while guiding and correcting with the right information and values.

Dubbed, the “Mama Campaign”, the messaging of the campaign targets the public, the media, and the government stakeholders. The multichannel campaign will be broadcasted through radio, television, social media, and Out-of-Home advertising (billboards).

QNET launched the “Mama Campaign” to avoid any misunderstanding of how the internationally recognised direct selling industry works, to warn about unethical practices by certain individuals who misuse the QNET name, and to present the business model as a get-rich-quick scheme. QNET is empowering people’s life not only with its high-quality products and entrepreneurial opportunities but also with clear and transparent information.

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