In a white-dominated healthcare pool where the space is dominated by large entities who have easy access to international markets, there was a rare opportunity for a new Special Purpose Acquisition Company (that is 100% black-owned, and entirely African) to come to the fore.
RH Bophelo took the challenge.
First, RH Bophelo had to raise R500 MILLION to be qualified to list on the JSE. In order to raise such a mammoth, RH Bophelo had to face the challenge of having to lure and convince investors to part with their money for a great return on their investment.
RH Bophelo opted to develop a brand communication strategy that would appeal to both investors and the public alike. The mission was to create a tangible corporate that exudes seriousness. This was to convince investors to pitch in and support the company for listing. In collaboration with Kaitoma Creatives, Petaltheory developed one of its best creative strategies. The strategy laid the foundation for all creative collaterals that followed. Moreover, from the creative strategy, we designed the RH Bophelo logo and developed a timeless payoff line that resonates with all investors — Health is Wealth.
On May 2017, RH Bophelo went against the odds and listed on the JSE, as the first 100% black-owned healthccare SPAC to do so.
Below is a Case Study we put together 6 months after the project launch…