Chief marketing officer, Happy MaKhumalo Ngidi, speaking to the OFM Business Hour, said this new campaign, titled Second Half, was created to remind South Africans of the importance of buying and supporting local products and services because it helps to create jobs. The campaign ad features children imagining their future dreams and plans.

“With the Second Half approach, we have opted to use what we believe are the most credible, authentic voices and those are the voices of young children. They are asking South Africans to do the right thing and ensure their future is secured. The children are explaining that your purchasing decisions today must favour local because when you do that, you are investing in their future,” Ngidi said.

The title of the campaign, Second Half, refers to the second half of a sports game and represents the time now when South Africa needs to revisit its game plan. Proudly South African chose eight labour-intensive sectors to showcase in the campaign: the automotive industry; farming; furniture; clothing; footwear and leather; manufacturing; aviation; and food and beverages. The children are then shown, imagining their futures working in these industries.

Proudly South African is focusing on the potential of the country’s children.

Proudly South African recently partnered with the Free State Department of Economic, Small Business Development, Tourism and Environmental Affairs on a textile and clothing retail programme. 

The MEC, Thabo Meko, said the sector has the potential to create much-needed jobs. “This sector’s value chain provides great opportunities consisting of hides, fibres, leather, fabric, footwear, furnishings, and clothing production. It contributes 2.9% to the national GDP and 3% to manufacturing.” He adds that by 2030, the retail master plan aims to grow employment numbers in the sector to 330 000, expand the local retail procurement from 45% to 65%, and improve competitiveness, technology and transformation.

OFM Business Hour