The Campaign Concept for Design Indaba 11 is "Creativity Can: "

In South Africa, creativity is not commonly perceived as a viable economic force. This year, the objective of our Design Indaba campaign was twofold. We wanted not only to encourage people to attend the conference and expo, but also to educate the broader South African public about the real, quantifiable power of creativity. To do this, we found case studies that proved creativity's worth and also showed how discarded items can be used to create something of value, proving the real, tangible difference a creative solution can make.

The DI 11 Advertising Campaign is featured in the following mediums:

Television - flighted on all SABC Channels

Radio - flighting on 5FM, SAFM, Goodhope FM and Metro FM

Magazine - Advertising appeared in Architecture Plus (Dubai), Axis (Japan), Clear (US), Frame (Netherlands), Items (Netherlands), Mark (Netherlands), Outlook Magazine (China), Novum (Germany), +81(Japan) and locally in Absolute, Enjin, Design Times, Art SA, Snapp, Cape etc, Elle Decoration, Financial Mail, House & Garden, House & Leisure, Men's Health Living, Migrate, One Small Seed, VISI

Newspapers - The Times & Sunday Times Lifestyle

Street Pole Posters - 3 000 flighted around Western Cape.

Flyers - 100 000 distributed around Cape Town.

Online - Biz-Community.

The media coverage and publicity is officially monitored by Newsclip for a set time frame pre and post the event. During the 2008 period under review, at least the following media values were generated:

The above figures exclude coverage that falls outside Newsclip's timeframe (January to May 2008). The Design Indaba event continues to receive media coverage throughout the year.

Received media coverage from:

Television:
ETV (News, Sunrise), SABC 1 (Selimathunzi), SABC 3 (3 Talk and Top Billing, Hectic Nine, , SABC 2 (Weekend Live, the Hollywood Reporter II), CNBC Africa (Tonight Show), Summit TV (Business of the Arts),

Radio:
SAFM, Metro FM, Bush Radio, Lotus FM, Talk Radio 702, RSG, Radio Yygerberg, Radio Kingfisher, FMR, Heart FM, Goodhope FM, Cape Talk.

International Magazines:
Dezeen (UK), Creative Review (UK), ID (UK) Architecture Plus (Dubai), Axis (Japan), Clear Frame (Netherlands), Items (Netherlands), Novum (Germany), Surface (USA)

Local Magazines:
Absolute, Advantage, Architect and Builder, Big Isue, House and Garden, Designing Ways, Destiny, Digital Life, Elle, Elle Decoration, Enjin, Equinox, The Event, Femina, Financial Mail, Finweek, Fresh Living, Graphix, Hello Cape Town, Home, Horizons, House & Leisure, Leading Architecture, Men’s Health, One Small Seed, The Property Magazine, Sarie, Sawubona, SA Homeowner, True Love, Visi, YMag and others.

Newspapers:
Beeld, Burger EC, WC, Sunday Times, The Times, the Weekender, Witness, Mail & Guardian, Business Day, BD Wanted, Daily Dispatch, Daily Voice, Daily Sun, Eikestadnuus, Herald, Mercury, Saturday Weekend Argus, Burger Leefstyl, Cape Times, Cape Community Newspapers and others.

On-line:
BizCommunity, Marketing Web, MG.co.za, capetimes.co.za, dieburger.com, allafrica.com and many more online magazines and blogs.