SABC Radio required a solution that will provide insight into a changed ALS (African Language Service) listener profile whilst showcasing that segmenting the South African market according to LSM (the Living Standards Measure) is not as easy as it used to be.

The communication’s aim is to attract, inspire, motivate and to increase ALS media placement by visually demonstrating the living standards of our country’s growing urban and peri-rural African middle class (found in the top LSM groups). Living in peri-urban South Africa is a choice option for most ALS listeners and as such these “semi-rural lifestyle” choices lead to a rich informal economy and lifestyle aspirations.

The solution is an infographic treatment that juxtaposes two 40 year-old ALS male listeners from LSM 7 to 10, one living in Nelspruit and the other in Johannesburg.