Conceived by McCann Joburg, the campaign places minibus taxi drivers at the heart of a powerful cultural and public health movement, transforming biometric data into personalised songs through AI, and turning vital signs into vibrant soundtracks of resilience, identity and hope, says the agency.

The minibus taxi industry forms the backbone of South Africa's public transport system, moving around sixteen million people each day. With 69% of households depending on taxis for their daily commute, the sector plays a vital role in enabling mobility and economic participation. Operated by independent owners, these 16-seater vehicles run on semi-fixed routes connecting townships, suburbs and city centres — offering unmatched accessibility without the need for formal timetables or booking platforms, says McCann Joburg.

There are an estimated 283 159 taxis on South African roads, employing over 600 000 people across the value chain, from drivers and queue marshals to mechanics and washers. Though largely unsubsidised, the system is indispensable — and those behind the wheel face long hours, high stress and limited access to health services, placing them at elevated risk for hypertension and heart disease, adds the agency.

"I used to be afraid to talk about my hypertension," says Ntando Bhengu, a 39-year-old driver from Soweto. "But when I joined 'Check My Beat,' I felt seen — and I realised that caring for my heart was not a weakness, but a responsibility."

At the core of the campaign is a world-first innovation: personalised songs created from each driver's biometric data. Using Syntro-P, a contactless screening app developed by Brandmed, drivers were assessed at taxi ranks for indicators such as blood pressure and heart rate variability. Their data was then transformed into unique soundtracks using Udio, an AI-powered music generator. The songs — performed in isiZulu, the country's most widely spoken home language — fused culture with technology to reflect each driver's health journey in a deeply personal and resonant way, says the agency.

"As SA Heart, we knew awareness alone wouldn't shift the needle. We needed a campaign that would meet people where they are: emotionally, culturally and physically, while changing how heart health is perceived and prioritised. 'Check My Beat' bridges science and storytelling to create a model for preventive care that is both accessible and deeply human. As we prepare for national rollout, it marks a bold step toward inclusive, community-rooted health advocacy," says Mandi Fine, Board Member of SA Heart.

The campaign also invested in the next generation of healthcare workers. Twenty-two health sciences students from Johannesburg universities contributed over one hundred hours of clinical support, gaining first-hand experience with AI-enabled public health tools, says the agency.

Health screenings revealed the scale of the need: among 242 drivers, 75% were overweight and only one in four had a healthy body mass index — a clear indication of the importance of accessible preventive care, adds McCann Joburg.

Reflecting on the broader vision, Nahana Communications Group — the integrated group behind McCann Joburg, FCB Africa, The Media Shop and the Nahana Foundation — viewed the campaign as an opportunity to reshape how creativity can serve public good.

"'Check My Beat' is more than a health campaign — it's a purpose-led creative intervention that reflects our belief in work that moves people and society forward," says Thabang Skwambane, CEO of Nahana Communications Group. "We set out to honour the unsung heroes who keep South Africa moving by transforming health data into something deeply human — and into a universal language: music. Within the taxi industry, where rhythm and culture are ever-present, it became a powerful way to connect, reflect and inspire."

The rollout is redefining what public health can be — not confined to clinics, but present in the rhythms of everyday life. As taxi drivers turn their heartbeats into a collective call for awareness, they’re not just transporting passengers — they’re driving change, says the agency.

The campaign is the brainchild of McCann Joburg, developed in partnership with ALT Studios, the Nahana Foundation and FCB Africa, and conceptualised for SA Heart, South Africa's leading authority in cardiovascular healthcare, concludes the agency.

For more information, visit www.mccannjoburg.com. You can also follow McCann Joburg on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor