The Journey to The TouchPoiint Network

These communities have distinct daily realities. Many live in shacks, informal structures or backyard dwellings. Access to basic services like water, electricity and sanitation is often limited, making them some of the hardest audiences to reach consistently.

Traditional media such as television, radio and billboards often struggle to connect in a way that matches their everyday lives. Language barriers and daily challenges make the task even harder.

So, I asked myself one simple question.

How do we reach these communities consistently today?

That is when it clicked

Why keep trying to reach the audience somewhere else?

Why not meet them where they already go every day?

These communities follow structured daily routines and they rely on essential communal facilities such as sanitation hubs, every single day. These spaces are not just for those needing sanitation, they serve everyone in the community acting as a central point. Millions of people across South Africa use them, and by placing large interactive posters on these facilities, we become part of their natural cycle. It is Impossible to miss and easy to access for everyone.

Then another opportunity became clear.

Almost everyone carries a mobile phone. Whether it is a smartphone or a basic feature phone, that mobile phone becomes the bridge between the physical poster the community sees every day and the digital space on their mobile phone.

The poster starts the conversation.

The mobile phone completes it.

With a simple WhatsApp, USSD or Facebook link people in the community instantly access information, services, opportunities and support. Instead of expecting communities to search for information, the information is delivered through places they already use every day.

We then took the idea a step further. We realised that if we were using this platform for advertising, we also have an opportunity to create real value for the communities we serve. We want every interaction to offer something meaningful, not just a commercial message.

That is why we partnered with Lifeline South Africa as our sole upliftment partner.

Today, every poster shares commercial messages while also connecting people with trusted support. Through free mobile access via Whatsapp chat and Toll-free calls, Lifeline South Africa provides confidential access to trained counsellors and support services at no cost. Whether someone needs assistance with gender-based violence, mental health, crisis intervention, or other support services, communities never need to stand alone.