When people panic – the first casualty is often rationality. Just at a time when we need access to reliable trustworthy information, rumours and conspiracy theories start to fly, and it’s hard to know what’s what.

Enter the ‘AHRI MythBusters’ initiative—a bold response to an extreme crisis. COVID-19 had just hit, and the Africa Health Research Institute (AHRI) teamed up with Jive Media Africa to address misinformation and fears surrounding the virus in KwaZulu-Natal.

Phase one kicked off with a deep dive into people’s existing beliefs, laying the groundwork for the birth of Lwazi, a character designed to resonate with local audiences and embody the ‘Lwazi Uyazi’ (Lwazi Knows) mantra. Lwazi wasn’t just a character; he became a beacon of healthy choices, guiding the way through the fog of uncertainty.

With short, captivating video clips, delivered via mobile device, Lwazi set out to debunk myths and dispel the clouds of misinformation surrounding COVID-19. Lwazi’s journey through the overwhelming virus-related concerns provided a rallying point for audiences, fostering understanding and unity in the face of adversity.

As the campaign gained momentum, phase two shifted focus to empower with vital knowledge about vaccination and mental health care. The goal? To equip individuals with the tools to make informed decisions, building resilience against the pandemic.

To ensure maximum impact we created engaging material ranging from lively animations to eye-catching posters, with seven video episodes available in Zulu and English. This diverse array of communication tools ensured accessibility and captivated audiences across all walks of life.

At Jive, we’ve long championed the power of multi-media communications to reach our audiences. But involving audiences in the co-creation of these materials, together with innovative approaches like comics and cartoons which transcend language and cultural barriers, takes them to a whole new level of impact.