What is Khuza?

The Khuza Awards were conceived in 2004 because young South Africans are highly opinionated about ads: they love them, hate them or love to hate them. ‘Khuza’ has a double-meaning: heartfelt cheering…or chiding, and the Awards are South Africa's only research-based youth marketing communications awards. This year 1,000 of South Africa’s sharpest critics, aged 8-22 year olds, cast their vote on 100 ads in five entry categories (TV, print, radio, outdoor and online).

Study Methodology: 2011

The study is conducted by HDI Youth Marketeers in conjunction with statistician, Dr. Arien Strasheim from the University of Pretoria. Ornico Media Information provides the database of all TV, radio, print and outdoor adverts. The first phase of research shortlists the database of adverts to identify the most remarkable 100 from the period May 2010 to February 2011 in the different categories. This close-ended list of ads was sent into field from early-February to end-April, where primary school, high school and tertiary institution students completed written questionnaires in groups: polling which ads are their favourites, and the key trigger s behind those. The findings reflect the opinions of urban and peri-urban South Africans in the following metropolitan areas: Cape Town, Johannesburg and Durbs.

Who is HDI Youth Marketeers?

HDI Youth Marketeers connects brands with over 3-million South African youth a year. Founded in 1996, this unique marketing company specialises in understanding and creating brand connections with 3-23 year olds. Win-wins are created for clients through research, activations, events, educational programmes and communication with young people from all socio-economic backgrounds.

Not built on a traditional agency model, HDI Youth Marketeers develops platforms, many of which become trademarked properties, that generate maximum advantage for clients’ brands in the short-, medium- and long-term. Equally atypically, this is rarely for a straight fee or commission.

 "We're normally ‘in it’ as much as our clients, so we often co-fund or co-own a platform and take it to heights that realise strong returns for both," says Jason Levin, Managing Director. 

At the heart of most good marketing lies understanding, which is born out of insatiable curiosity.

"This is particularly true in the youth marketing space," says Levin. "We work hard and smart to understand all youth market drivers by asking, literally, millions of questions each year. The result is marketing programmes and platforms that really connect, and really make a difference in brands' lives, but also the lives of millions of kids, teens and young adults."