Khulisa Social Solutions: Ikusasa (Tomorrow/The Future)

Khulisa Social Solutions is an NGO that works with youngsters from troubled backgrounds individuals whose communities are plagued by the scourges of drugs, crime and broken homes. Without the intervention of Khulisa Social Solutions, these youth will fall into the same cycle and contribute to the decay of their community. The ad from M&C Saatchi Abel South Africa shows how being indifferent to the plight of these troubled youngsters can have serious ramifications for society, based on how they will eventually turn out.

The ad is in isiZulu - but not just 'standard' isiZulu. It uses street slang anyone who lives or has lived in South Africa's notorious townships (which is most isiZulu speakers) will recognise. The frustration and anger of the troubled youth is evident not just by the choice of words, but also in his voice.