1. Live SA: the voice of youth

2. Live SA: #voiceofyouth
Live Mag SA is a multi-platform content channel
produced by the audience it is aimed at: ambitious,
optimistic 16-25 year old South Africans

3. Live is a project originally conceived by Livity in the UK
Livity began in 2001 in south London as the UK’s (and
possibly the world’s) first 100% socially responsible
marketing agency, trying to use the power of marketing
and brands for positive social impact.

4. Campaigns
In the UK, Livity’s campaigns address brand objectives for clients like Barclays, Channel
4, Penguin Books, and ChildLine, and always involve young people as both co-creator
and beneficiary. Every single time we make sure that the campaign is having a positive
effect on the lives of its audience.

5. Live Magazine: the voice of UK youth
But much of the work we’re best known for is the creation of our own platforms – Live
Magazine being the central one. Started in 2001, it was originally a marketing campaign
for government to speak to young people. We decided that the best way to do this was
to give control of the magazine production to young people themselves.

6. Live in the UK is not just a national youth magazine, but also a multi-platform
content channel, with a thriving online hub: ALL 100% created by young people…

7. Originally funded by government, Live is now powered by
advertising revenue, with brands realising we are accessing
a unique demographic in a meaningful and credible way.

8. Barclays ‘Planning Ahead’
Nando’s ‘Hot Heroes’
Google/ YouTube: ‘OurTube’
And some of the most effective brand
involvement in Live comes through co-
created editorials, which often tackle some
sort of social issue…

9. UK social impact
As well as creating a popular, credible youth culture magazine, Live also
produces robust social benefit for its readers and contributors
One of our major objectives is to help our contributors find paid jobs as a
result of their time with us, as well as working with kids who have come from
chaotic backgrounds; and have struggled with their families or their education
• 50,000 copies nationally every quarter
• 1000 young people directly engaged per year
• 25% find employment as a result
• 72 pages of positive, inspiring youth-created content
• The only-UK wide platform for #voiceofyouth
• Providing comment and analysis for all the major news outlets (BBC/ Guardian/
Times etc)
• Provides ‘landing pad’ for ex-offenders/ at-risk young people

10. Google Digital Experts
Cleo, 22 Tara, 21 Unemployed Patrick, 23 Dan, 23 Tom,20 Jamal, 22
Unemployed Unemployed Unemployed Unemployed Unemployed
Andre, 22 self Louis, 20 Ryan,19 Nadine, 25 Chantal,20 Riece, 19
employed Unemployed Unemployed Unemployed Unemployed Unemployed
With support from Google we train less advantaged unemployed young people to
become social media and digital marketing experts
Then we place them in fully paid nine month apprenticeships at a wide range of
companies…

11. The Livity Digital Marketing Apprentices
Digital Marketing
Consumer Experience Apprentice
Apprentice
Communications strategy Digital Marketing assistant
assistant
Digital Campaign
Social Media
Assistant
assistant
Communication Executive (The other five Google Digital Experts have
gone onto pursue further education and job
opportunities)

12. So why South Africa? We had always wanted to replicate the Live platform in another
territory.
On a trip to South Africa in 2010 we identified a massive gap in the market for a credible
but mainstream youth culture magazine, a huge wealth of creativity and energy from
young people who’ve got few opportunities, and also a great need to communicate
messaging around social issues.
We saw South Africa as a massive opportunity to test out one of our ideas in a place that
has perhaps a bigger opportunity for impact than in the UK, and if that works see how it
can replicate here, and then if successful, the rest of the continent.

13. And after winning an international publishing award for the idea, as well as
gaining funding from the Shuttleworth Foundation, we launched Live Magazine
SA, using the same template as the UK version, in November 2011.

14. For issue 1, we worked with a team of 20 young people from various skill levels and
backgrounds, and put them through a publishing bootcamp, with high profile mentors from
Elle, Cosmopolitan and Dazed and Confused… and created the first issue in two months

15. In partnership with Google, we also created
our YouTube channel, with content produced
by young people using the same youth-owned
content approach
youtube.com/LiveMagSA

16. www.livemag.co.za
In May 2012 Live Mag SA also launched its mobi site, featuring daily content
uploads and bite sized youth culture and empowerment

17. Live South Africa/ Launched November 2011
• ABC certified as the highest circulating youth lifestyle title in SA with a
quarterly circ of 48, 167
•Print run of 52,000 copies distributed FREE, quarterly, into schools, colleges,
shops, taxi ranks, train stations, youth events: Western Cape & Gauteng
•From August issue: distribution into Durban and PE
•Estimated readership of 250,000+ per issue
• Targeting upwardly mobile SA youth, core ages 16-25
• Core funded by Shuttleworth Foundation

18. Why work with Live?
• Build a meaningful relationship with a mainstream upwardly mobile youth
audience
• The Live Mag team IS the Live Mag audience: 100% authentic
• Access a credible route to an untapped urban/ suburban youth market
• Reach new customers: students, young professionals & young families
•Unique advertorial and creative opportunities: your brand’s briefs and
messaging interpreted by the audience in a youth voice
•Address brand marketing objectives and invest in the future of South Africa
•Working with Live = investing in job creation & skills development

19. Social impact/ first 6 months
• Engaged 133 young people aged 16-25
• 83 of those have had 4-day per week internships
• Of those who have left 30% have moved into full time employment, and 20%
on into full-time education
• Credible content/ advice/ inspiration on entrepreneurship, careers,
education, xenophobia, homosexuality, gangsterism, violence in schools, safe
sex…
•Content creation hubs planned in Jo’burg/ Durban/ PE in next 18 months

20. Case study: how we work with brands / sponsors
Chicken Licken’: ‘The Cravings’ poster
• Issue 1: 50,000 xA2 pullout-and-keep poster as a loose insert
• Designed and illustrated by our youth team, mentored by art directors from
140BBDO and Network BBDO
• Using Chicken Licken’s ‘Cravings Monkey’ imagery and brand, and building on the
existing above-the-line campaign
• Featuring full-bleed brand advert on the flipside

21. Case study: how we work with brands / sponsors
Google: G+/ YouTube advertorial
• Issues 1-3: sponsored editorial created by our youth editorial team
• Open brief by Google to promote YouTube and Google+ to a new youth audience
• So far, Live MagSA’s team have created 3 bespoke editorials: A Dummies Guide to
YouTube, the Top Ten Reasons to use Google+, and a list of the funniest YT videos
ever
• Backed up by social media and video on the Live Mag SA YouTube channel
• Google also invested in funding our YouTube activity

22. Case study: how we work with brands / sponsors
SAQA: careers advertorial
• Year-long career guidance campaign: DPS advertorial + discounted display ad
(created by our team) in each issue
• Working direct to government brief
• Delivering vital information about college and varsity courses and applications
• Interpreting a potentially ‘dry’ message in a lively and engaging youth voice

23. Social impact

24. Social impact

25. Social impact

26. Social impact

27. The voice of South African youth
Made in South Africa for young people, by young people
In print. On mobile. And across all your social networks.

29. Nick Fitzell / sales manager
nick@livemag.co.za /
PapiMirelli / sales executive
papi@livemag.co.za / 078 784 9802
www.livemag.co.za
www.livityafrica.com
Thank you.