Design Indaba is an annual event that takes place in Cape Town, South Africa. In 2006, the theme was ‘Design. The new economy?’ and the campaign sought to prove that design can boost the bottom line across any category of industry and uplift society. It utilised print, television, radio, outdoor and direct mail elements to highlight convincing instances where good design had a positive effect on socio-economic standards. In support of the theme, all communication incorporated the visual language of currency and actively took on a tone that would, for the first time, appeal directly to big business.

The Design Indaba proposition is "Design the New Economy?" The strategy being that design is relevant to a much broader audience, than those simply interested/involved in the field. Given the context of South Africa’s rapidly growing emerging-market economy, the message is that design can have far-reaching economic impact. Thus the marriage between this message and the news worked not only to cut-through clutter but more significantly to build the meaning of the message.

The reach of this spot, due to the innovative placement and format, would have been substantially greater than a straight radio spot. Consumers were in the right mindset to receive the message due relevance of the news environment thus delivering best possible media value.