In a creative collaboration that will undoubtedly change lives, and an industry first, construction materials leader AfriSam, with its advertising and brand agency Promise Group, and leading architecture firm BlackStudio is inspiring modular, low-cost homes that can grow as needed, foster lasting communities and create concrete opportunities.

AfriSam’s ‘Plan (a)’ campaign helps people build their own homes from an architect-approved plan. The modular design allows for the home to be expanded as needs change and financial resources allow. As part of its ongoing branding efforts, AfriSam has for many years provided practical guidance for customers on how best to use its cement and other construction materials. This has included top tips on working with cement and concrete, as well as handy guides on various aspects of building projects.

In the latest campaign, a carefully designed fit-for-purpose and architect-approved plan for a modular home is being published as a double-page spread in popular community newspapers. The social significance of improved home design and quality is hard to over-estimate, according to architect Moremi Mowela, co-founder and architect at black-owned architectural practice BlackStudio – one of the collaboration partners in this initiative. He points out that many township areas are considered as transitory spaces by young people, and are still ‘dormitory towns’ serving the large cities.

“This leads to many people leaving townships as soon as they have the means, creating a drain on skills and capital,” says Mowela. “This process can be reversed if those residential spaces can become aspirational, thereby playing a transformational role in shaping behaviour.”

He argues that building a professionally designed home – by using AfriSam’s flexible house plan – can be a crucial step in building attractive spaces. When people aspire to live and invest in these areas for the long term, he says, then thriving communities can be fostered.

The campaign concept was the brainchild of the Promise Group creative advertising agency. Nic Kostouros, integrated creative director at Promise, owed the concept’s success to the way it addressed one of South Africa’s burning social needs, supported by AfriSam’s vision of building a positive African future.

Bauba Maila, co-founder and architect at BlackStudio, notes that the company’s experience with township clients has shown that a modular design was common, and stands were often similar in their sizes and orientation to the street.

“Working from these common elements allowed us to create a house plan that would be relevant to most people’s conditions,” says Maila. “What we finally achieved was a plan that has been designed and vetted by an architect, and a procedure for people to apply these ideas; this was previously out of their reach.”

Group marketing manager at AfriSam, Ebeth van den Berg, adds that the sentiment behind the campaign was very much to ‘pay it forward’ for customers and the South African public.

“We look forward to developing this concept toward creating a hub for this kind of information,” says van den Berg. “There is clearly a need for a highly credible platform where key segments of the housing market can be empowered with professional insights and tools.”

From a creative perspective, the double-page advertisement containing the plan has already been recognised by peers in the media industry, says Kostouros.

‘Plan (a)’ scooped a coveted Gold Loerie at the recent 2022 Loerie Awards in the Print Category.