Figure 1: Proudly South African logo/icon.
Figure 2 & 3: Proudly South African product advertising.
Proudly South African is a multi-million
rand initiative by government. It was first conceived in 1998 at the
Presidential Job Summit under the leadership of former South African president Nelson
Mandela. After much refinement the campaign was officially launched in 2001
with assistance from government, Organised Business, Organised Labour and Organised
Community.
To ensure public awareness and increase
visibility Proudly South African launched a thirty million rand campaign, and
it secured thirty two million rand in sponsorship from Eskom, Old Mutual,
Telkom, and SAA for its first three years in business. Bearing the Proudly
South African logo offered companies a chance to stake their claim as being a
product of South Africa. Not just any South African company could qualify
though, there is a bar test of high standard that each and every one of them
has to pass first. They first have to show that at least 50% of the production
value of their products (including labour and marketing costs) has been incurred
in S.A. They must also practice fair labour and adhere to environmental
standards. This method of weeding out companies ensured that consumers not only
got the best value for money, but also that the products and services are of
international standard. Companies that did pass to bear the mark gained
recognition and favourability among consumers over foreign brands competing
with them. Proudly South African promoted loyalty to brands bearing the icon by
emphasizing the benefits of buying products and services from these brands. One
of them was that by buying a Proudly South African product or service the
consumer was helping to create jobs and therefore alleviate hunger in poor
communities. This lead the consumer to feel good about supporting these brands
which meant they were continually purchased, quite clever actually.
The Proudly South African initiative was
and still is a brilliant concept to me. It meant that government could boost
the economy while inspiring patriotism among its citizens. The campaign’s drive
has been slow recently as I have not come across any advertising or promotional
material, which is kind of odd since it was in every South African citizen’s
face via media outlets. Its little disappearing act is quite sad really, especially
when you think of its success and potential to grow. I vividly remember during
its heightened moments how I would check that every item I picked from the
grocery aisle was Proudly South African or not. So what do you make of the Proudly
South African campaign, was it or is it still a success on your eyes?
Reference:
http://www.info.gov.za/events/2001/proudlysa.htm
http://www.proudlysa.co.za/about-our-logo
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