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Township Stories – Ethnographic Study

Township Stories – Ethnographic Study

Township Stories was a research project commission by McCann Worldgroup that explored the often overlooked nuances and lifestyle differences between three of the biggest townships in Gauteng: Soweto, Alexandra and Orange Farm. It was identified that townships across South Africa, and the people that reside within them, have often been seen as one indistinguishable mass with little consideration as to how lifestyles, mindsets and perspectives differ. Varying dynamics gave each township its own unique sense of personality and identity.

Our methodology was designed to be spontaneous, specific, unforced, all-encompassing from a visual and oratory perspective, whilst capturing emotion, diversity, self- and spatial expression, and considered context (the environment). We believed that the best way to compare and contrast the various townships was through story-telling.

Methodologies employed included:

  • Face-to-face interviews
  • Group sessions in the townships
  • Scrapbook diaries
  • Videographies
  • Audio diaries
  • Photographic and filmed documentation

The final report was a heart-warming and educational study that could be used to inform marketing and communication strategies to these markets.


28th June 2016


Ethnography, Film-based, Research Offline