With a predictable inevitability after the horrific death last weekend of a Mozambican, Emmanuel Sithole, in Alexandra, Johannesburg, the anti-xenophobia campaigns have started. Corporate South Africa has been quick to jump on the bandwagon, trying to insert its own hashtag into the debate. Corporate hopes that the strategy will work effectively are about as well-founded as the hopes of a fearful migrant worker that his journey across the Beitbridge border will be speedy and that there will be a welcome-home cocktail party for him in Harare.I know of at least two big corporate players in conversation with their advertising agencies to produce what one told me should be "a meaningful message that moves people to action and positions our brand in a humanistic light".It's the second part of the statement that concerns me. Is the strategy to look good and assuage a little employer guilt, or can a campaign make a meaningful contribution to removing a social tumour that needs a powerful course of political chemotherapy?My question to the brand steward in question was: Would corporate social investment spend not be more effective in the form of a donation of blankets or food for the hapless souls who - through no fault of their own, apart from wanting to achieve that better life for all that our ruling party espouses - find themselves in displacement camps or looking for the right bus heading north?But let's give this brand and others who are developing a similar strategy the benefit of early doubt. Let their work come to fruition before we name and praise, or name and shame.But they should know we operate in a perpetually contracting cycle of audience interest and it won't be long before xeno-concern gives way to xeno-fatigue.A useful hashtag and tactical social media campaign can keep the debate alive and possibly be a call to action, but not for long.While the private sector tries to inject some altruistic authenticity into its messaging, the public sector is in danger of anti-xenophobia campaign confusion. On a local and national level, the government, however well-meaning, needs to be aware of mixed or contradictory messaging.In Johannesburg the mayor is planning to assist foreign-owned businesses as part of a campaign to improve social cohesion.A cellphone-based platform has been established in partnership with one of the big networks that will enable the public to get an immediate response from the city.Additional initiatives include a "Joburg Unite for Africa Festival" and other sport and arts activities.At the same time, Police Minister Nathi Nhleko has launched a "We Are One Humanity" campaign that will include community outreach, mass education, and the stimulation of behavioural change and community feedback. It starts next month.At all levels lots of good intentions, but are we going to drown in a sea of mixed messaging, concerts and exhibitions, all sailing on an expedient SMS revenue stream?Maggs is a broadcaster and writer and edits the media and marketing website www.theredzone.co.za..