There are two aspects to the First African in Space media campaign. The first contains information on the scientific aspect of the mission, and aims to heighten awareness of Mark's flight as an unprecedented opportunity for South Africa to enter the field of space science research.
The second, detailed below, targets South African learners, teachers and the general public and aims to position science and maths as preferred school subjects with the power to open doors to a bright future in the technology industry. This campaign runs across all media, from newspapers and billboards to television and the radio.
"Hip2B2" is a media campaign that aims to inspire South Africa's youth to focus on Maths and Science studies using their own, esoteric and abbreviated language.
The message is conveyed in a quasi-scientific "formula for success": Hip2B2, or "hip to be square", celebrates the perseverance, commitment and hard work - in other words, the "squareness" - that is needed to succeed and translate one's dreams into reality. It moves away from the authoritative speak of "the powers that be", conveying the same important message while maintaining "street cred".