Think WiFi is deploying a purpose-driven advertising platform that offers township residents free Internet access to contribute to the mitigation of one of South Africa’s most pressing challenges: the digital divide.

The company, in conjunction with CommScope and a number of key brands, is undertaking a project that aims to provide free, uncapped WiFi for township residents through a model funded by the digital advertising platform, says Think WiFi COO Marnus Kruger.

“It is a purpose-driven advertising model that provides brands with saliency in township economies, while delivering the industry with performance-driven metrics and positively measured community impact,” he says.

A lack of access to connectivity is closely associated with a diminished quality of life, fewer economic opportunities and less social interaction and, with the emergence of the Covid-19 pandemic, which accelerated digital adoption among those with access, the digital divide has deepened.

“Overcoming this challenge in South Africa remains a difficult proposition, but it also offers an opportunity for brands to play a role in driving increased connectivity in underserved areas, while at the same time reaching a previously inaccessible audience.”

Kruger notes that increased access to the Internet will benefit not only township residents, but also those advertisers that can build brand loyalty.

“It is all about reaching a previously inaccessible audience, and doing so in a direct, measurable and engaging way. This advertising platform enables advertisers to achieve exactly this while helping to drive digital equality, which is our core ambition.”

The model has proven to be successful so far, he adds.

“The purpose-driven approach has enabled us to implement more than 320 ThinkZone free WiFi hot spots in five different provinces. This has so far had a positive impact on the lives of more than 3.5-million South Africans.”

He highlights a recent successful campaign wherein one of South Africa’s largest banks partnered with Think WiFi, through 365 Digital, to educate users in some townships about key financial issues , such as money matters, online banking and using high- impact video.

“Through its advertising, it was thus able to fund a campaign that was key to directly helping to uplift people’s lives, while delivering equality through technology.”

Further, the bank benefits from increased customer loyalty and an enhanced social licence to operate as it built relationships with its audience through financial education and the provision of connectivity.

“The ThinkZone WiFi hot spots installed by us are vital for all in the township. The kind of connectivity these hot spots provide is key to accessing a wide range of critical services and information,” says CommScope sub-Saharan Africa enterprise director Riaan Graham.

“These range from using e-government services to online education and development courses, healthcare and anything else related to the digital economy. Further, it also enables residents to access news and information, entertainment and social media platforms.”

Connectivity also enables employers to connect with local skills and enables the growth of entrepreneurs by allowing easy market access.

“We look forward to continuing to use this model, alongside our many key advertisers and partners, to enable us to take free, uncapped WiFi to those most in need. In this way, we can play our part in creating an enabling environment for all South Africans to leverage the benefits of the Fourth Industrial Revolution,” Kruger concludes.