The “Sisters with Blisters” campaign was conceptualised as a tool to raise awareness for the 16 days of activism against women and child abuse. The idea behind wearing high heels for the duration of the race was to show the unity amongst the community in making the commitment to walk the distance of the race regardless of potentially getting blisters . This showed that they were prepared to
endure the pain with the ultimate goal of raising awareness. The concept is a protest march with ladies and gents strapped in high heels walking distances of 5km’s in support of women and children who had been victims of various forms of abuse. It has since developed to longer routes.
Jacaranda wanted to create a property for the station around the 16 days of activism and this CSI initiative served that need. The inaugural event was held at Monte Casino, Johannesburg in 2006/7 and further taken to the Dimension Data Campus. Year one boasted 750 participants, year two doubled in numbers and year three boasted over 3000 participants and continues to grow year after year. The initial proceeds were donated to the Leigh Matthews Foundation and Women and Men against Child Trust.
In order to make the public aware of this campaign a media strategy was compiled and implemented. The media elements included: flyers, radio adverts, live-reads from radio DJ’s and celebrity endorsements, with extensive PR and online media. The event is
now one not to be missed on Jacaranda’s social calendar and is well known.