Advertising :: PPSN

The Department of Social and Family Affairs
The Department of Social and Family Affairs wanted to move the perception
of the PPS Number away from just being a tax number to being an important and valuable key to public services.

The logo uses a strong sans-serif typeface in italic to give the feeling of solidity, dependability and of looking to the future. That the PPS Number is of relevance to everyone in the state is represented with the man, woman, child graphic on the left, and that the PPS brings the protection of public services is represented by the enclosing circle. The logo had to work in one-colour executions in black, as one of it’s main uses would be on one-colour forms, so no shading or colour-differentiation was used. Gold was chosen as the colour of the logo, when it appears in colour, to signify the value of the number to each individual, and as it is the welcoming and friendly colour of sunshine.

Finally, the overall shape of the arrangement suggests a key, as the DoSFA wanted to plant in the public mind that the PPSN is the Key to Public Services, which also forms part of the tagline.

Result:
According to Surveys commissioned by the client, public awareness of the PPS number rose from 15% of the total population before the campaign to a staggering 85% after the campaign; a total increase of 70% in public awareness overall.