"Treat all electrical cables and power lines as live," was the message from Eskom to township communities, utilising PRIMEDIA@HOME's Community Chat Billboards, in an attempt to evade the high number of electrocution fatalities.

Targeted at individuals in the LSM 2-6, living in townships and rural areas, Eskom via The MediaShop, committed R400 000 to a three-month campaign that commenced in December 2007. "Community Chat Boards are a PRIMEDIA@HOME innovation, developed in partnership with Cell C. This Eskom message has created considerable comment amongst township communities," says Melvin Chagonda, CEO PRIMEDIA@HOME.

The Community Chat Boards clearly display Eskom's cartoon-themed message at eye-level in these popular call containers. "Each of the five phone points in the container has an A4 frame, giving its audience an unavoidable advertising message during an otherwise idle time," explains Chagonda.

Tactically positioned in high traffic township locations to generate high call usage, this medium delivers exceptional exposure of Eskom's communications. "The many people making and receiving calls in these facilities make them highly cost-effective, and a powerful means to engage electricity consumers on such an important issue," Chagonda concludes.