Building South African brand champions

first_img12 May 2008The “South Africa – Alive will Possibility” campaign continues to evolve as the International Marketing Council of SA (IMC) launches a multifaceted campaign aimed at building South African “brand champions”.The campaign, produced for the IMC by Kaelo Worldwide Media, uses mass media as a tool to educate, stimulate debate and inspire, extended by direct training and engagement in organisations in order to have a powerful influence on behaviour.Inspirational storiesKicking off the media component, inspirational stories highlighting South African people and organisations who are making the country “Alive with Possibility” are being featured during e.tv’s Sunrise Edition for the rest of the year, every Wednesday and Thursday morning at 6.42am.The stories feature the likes of fuel cell “Social Innovator” Rolf Papsdorf, “Trailblazer” Thabang Skwambane, an investment banker who cycled to Kilimanjaro for HIV/Aids orphans, and “Community Builder” Miriam Cele, the founder of the Gozololo Daycare Centre.Alive with Possibility Stories“South Africa needs to build an image of the nation, both within and beyond our borders, that matches its potential to grow,” says Margaret Dingalo, IMC stakeholder relations director.“Through the Brand Champion campaign, we aim to communicate successes to potential brand ambassadors in an engaging way, both through a mass media campaign and through direct training activities.Movement for Good“The campaign is further linked into the recently launched Movement for Good, which offers audiences practical ways to get involved.”In addition to the 90-second inserts broadcast on e.tv, the campaign will include story inserts on community radio, regular national print media features in community papers, a book, and online coverage on SouthAfrica.info, linked to the Movement for Good.“Multimedia content focuses on those who embody the behaviours and attitudes South Africans need to embrace, emphasising that individuals can take action with the rallying cry: ‘It starts with you’,” says Dingalo.Direct trainingThe Brand Champions campaign incorporates a direct training component delivered by specialist training organisation Converse. At corporate staff level, training takes the form of experiential theatre sessions to help staff develop “greater awareness of their own influence, and greater skill and motivation for shaping positive investor/visitor experiences.”At executive level, targeting individuals with a direct influence on foreign direct investment in South Africa, masterclass presentations provide training on “issue management” in order to help drive the reputation of Brand SA.Masterclass presentations are illustrated by real-life case studies, video material and storytelling.According to Converse, training is currently being conducted throughout all levels of government with great success, while the issues management masterclass is being rolled out with leading executives across the country.The multifaceted Brand Champions campaign extends the work already completed for Brand South Africa, and forms part of the Movement for Good, of which the IMC is a founder member.“We are excited about this campaign, particularly as it links into a bigger picture that fuses multimedia communication with direct training and SMS technology,” says Dingalo.“We are adding our voice to the broader Movement for Good, and hope to create a groundswell – connecting and mobilising people to work for good, and bringing their stories into the mass media to further inspire others.”Source: Brand South Africalast_img read more

Injecting confidence in SA

first_imgMinister in the Presidents office Dr. Essop Pahad challenged local media to engage in fact-based journalism. The importance of portraying South Africa and the rest of the continent in a positive light ahead of the 2010 Fifa World Cup was the focus of the third 2010 National Communications Partnership Conference, recently held in Sandton, Johannesburg.Over 500 delegates attended the two-day meeting on 29 and 30 July 2008, aimed at empowering the media, public relations officers, government communicators and public to use every opportunity to show the world South Africa is ready to host a quality World Cup.When, on 15 May 2004 the 2010 World Cup host country was announced, President Thabo Mbeki promised the world South Africa would host the most successful tournament ever, saying, “We want to stage an event that will send ripples of confidence from Cape to Cairo.“We want to ensure that one day historians will reflect upon the 2010 Fifa World Cup as a moment when Africa stood tall and resolutely turned the tide on centuries of poverty and conflict,” he said.However, getting this message across in the run-up to 2010 is the challenge faced by stakeholders, especially in light of negative publicity on South Africa’s ability to deliver on its promises.The conference hosted speakers from key sectors involved in the organisation of the World Cup, including government, the 2010 local organising committee, police and security, as well as 2006 Fifa World Cup hosts, Germany.Co-chairperson of the National Communication Partnership, Nkwenkwe Nkomo, said the conference enabled African communicators to exchange ideas and practical suggestions on how to project a positive image of Africa to the world, using opportunities presented by the upcoming World Cup.“We wanted to achieve a coherent and action-oriented plan. The conference was also a way to build African solidarity and foster a climate that contributes to African growth and development,” he said.Role of SA mediaThe keynote address, delivered by Minister in The Presidency Dr Essop Pahad, placed emphasis on the responsibility of the local media to ensure the right messages are sent out to international audiences.“We see the hosting of the 2010 Fifa World Cup as an opportunity to demonstrate to the world the positive socio-economic developments in our country, our region and our continent. We are confident that global perceptions of Africa and South Africa will change in the run-up to 2010,” he said, adding that communicators needed to embark on a large-scale campaign to “highlight and accentuate the positive” without defending the shortcomings in preparations and in meeting deadlines.Pahad also challenged the South African media on the negative World Cup coverage from overseas. “Given the power of the media to shape perceptions we need to ask whether the media in our country has the capacity and independence of mind to question news items about our state of readiness which emanate from Reuters, the BBC and so on.”He tackled what he described as the tendency of South African media to simply perpetuate World Cup pessimism coming from international media. “We are aware that negative stories will, from time to time, emerge in the international media. But the critical question is will the media in South Africa simply parrot those stories or will they be discerning and dig beneath and undertake a critical analysis of what is being said?“This is not by way of saying that the media in South Africa ought not to be critical of shortcomings in our preparations – they must be critical, for in their responsible reporting they assist us as well.”Football’s mega reachChairperson of the local organising committee and owner of Orlando Pirates football club, Dr Irvin Khoza, spoke of the unifying power of football at the conference.Khoza assured delegates that South Africa was going to stage an event that would show the ability of sport to cut through race, class, cultures and language.According to Khoza, there are 1.2-billion people around the world connected to football in some way – from the players on the field, administrators, commentators, sports journalists and the fans. He says the sport has a way of connecting and uniting people, describing it as the “superior reach” of football.Khoza noted that in South Africa the Soweto Derby, an annual clash between two of South Africa’s biggest football teams – Kaiser Chiefs and Orlando Pirates, draws more television audiences than prime time news.He encouraged the media to shape a clear message to the world that South Africa is going to use the unifying power of soccer to stage a memorable event for all.City Press newspaper editor Kathu Mamaila called for the media to exercise responsible journalism. He asked: “What is it about us that we want the world to know and how do we become the information leaders when it comes to telling the world about the process of organising the World Cup?” He also discussed his thoughts on who South Africans are as a peopleMamaila encouraged journalists not to be extremist in their reporting, whether their bent was positive or negative. He said the role of the media was not to take a “see no evil, hear no evil” approach when it came to reporting matters on the World Cup.Echoing minister Pahad’s message, Mamaila said journalists should rather exercise responsible, objective, fact-based journalism. This, he said, could be achieved by reporting on all the shortcomings as they occur, but also by highlighting all the developments taking place.From glum to gleeDr Nikolaus Eberl, of the Nation of Champions initiative, gave delegates a picture of how Germany changed the way the world perceived it, by using powerful messages to tell a different story about the Germans ahead of the 2006 World Cup.“Two years before the World Cup, he said, things were not going well. Germans were described as a collectively depressed people, unemployment figures were at their highest, everything seemed to be going wrong.”His challenge was to find something within Germans that would unite them, cause them to turn their misery around and focus on what it meant to be German, but most importantly, prepare them for a prestigious world event in their home country.Eberl’s solution was to teach Germans that they were worth something. The campaign was called “From grumpy to happy” and images of smiling faces were seen on printed t-shirts worn by Germans during a series of organised outdoor concerts. This campaign presented the opportunity for communicators to convey the message to Germans that they were okay, that they had something to offer the world.Using positive representations was very crucial, Eberl said at the conference. He spoke of the power of the image of former president Nelson Mandela’s image as well as other African icons like Archbishop emeritus Desmond Tutu, Kenyan Nobel Peace Price winner Wangari Mathai, President Thabo Mbeki and liberation movement stalwarts like Walter Sisulu.Eberl assured South Africa that it had the potential to send across a powerful message of not only South Africa’s but Africa’s readiness to receive the world.His views were echoed by Themba Maseko, CEO of government’s communications arm, GCIS. Maseko addressed the recent xenophobic attacks on foreigners in South Africa and the negative perception of the country.He said it was important for the media to bring across the message that South Africa was ready to receive the world. “Xenophobia undermines the freedom that our fellow Africans will have [when attending the World Cup]. We must rally behind all African teams, as this will be an African World Cup.”He added that it was government’s intention to unite Africans through sport and that the World Cup was the perfect opportunity to do so.Selling Africa to the worldTim Modise, the local organising committee’s chief communications and marketing officer for 2010, pointed out that it’s crucial to highlight that South Africa is also ready to host the Fifa Confederations Cup in 2009.Modise stressed the importance of setting the agenda and using both sport and non-sporting events around the world to market the continent. He gave examples of the World Travel Market, which brings together different countries showcasing what they have to offer, and the 2008 African Cup of Nations held in Ghana earlier in 2008.Peter Mutie, chairperson of the Public Relations Society of Kenya, made the point that Africans should not sit back and be spectators as far as the image of Africa is concerned, but that Africa should use the opportunity afforded to it like the World Cup, to shape the world’s perceptions.Mutie emphasised five points that needed to be highlighted – he said that Africans were vibrant, energetic, capable, warm and the continent was “the place to be”. He said it must be stressed that African governments were committed to political stability, that Africa was competent and that it had the ability to draw people from across the social spectrum.Margaret Dingalo, chair of the marketing and communications cluster in the 2010 National Communication Partnership, made the point that Africa needed to sell as a holistic brand, and be positioned as a world leader. This, Dingalo said, would involve every country on the continent working on its image to show the world its real face.Useful linksThe movement for GoodGCISDr. Nikolaus EberlCity Presslast_img read more

China Southern signals further expansion in Australia

first_imgChina Southern Airlines has signalled further expansion in the Australian market as it inked a deal with Tourism Australia on Tuesday aimed at boosting marketing activities in China.A three-year memorandum of understanding was signed on Tuesday in of Adelaide shortly after the arrival of China Southern Airlines flight CZ663 from Guangzhou, the first direct commercial passenger flight between China and South Australia. Officials present at the ceremony included Tourism Australia managing director John O’Sullivan and China Southern chief executive and president Tan Wan Geng.Tan said he had great confidence in the Australian market. “Australia is a market we value highly where we still see opportunities to expand our operations further, as demonstrated by our decision to add Adelaide to our global network,” he said.The comments come less than two weeks after governments of both countries signed an open skies agreement lifting restrictions on operations between major cities. Expansion and new services by Chinese carriers have already helped make China Australia’s most valuable inbound market with almost 1.2 million visitor arrivals now worth about $A9billion a year. China Southern has increased capacity to Australia by 35 per cent in the past year, with 56 weekly services now operating between Guangzhou and Sydney, Brisbane, Melbourne, Perth and Adelaide, as well as Shenzhen to Sydney. “China Southern continues to invest significantly in its Australian network and in Australian tourism, O’Sullivan said in a statement. “The airline now carries a fifth of all Chinese arrivals into Australia, more than any other international carrier. As we approach 2017, the designated ‘Australia-China Year of Tourism’, we look forward to building upon this important partnership.’’Qantas, which has a partnership with China Southern,  and Virgin Australia, which is 40 per cent Chinese owned,  are also moving to increase services to China and take advantage of a growing cadre of Chinese  tourists  looking to travel overseas.Tourism Australia estimates  that spending by Chinese visitors to Australia could rise to A$13 billion annually by 2020.  It says Chinese visitors currently spend an average of $8,000 each on every visit to Australia, more than any other source market.last_img read more

Tutus: teaching the world how to forgive

first_img1 April 2014People from more than 100 countries have already signed up to participate in the Tutu Global Forgiveness Challenge, a free online 30-day programme designed to teach the world how to forgive, Desmond Tutu and his daughter Mpho announced in a statement last week.The 30-day programme, designed by the veteran human rights activist and emeritus Archbishop of Cape Town together with his daughter Mpho, will go live on 4 May. It is based on a “process of forgiving” that the Tutus present in their recently published book, The Book of Forgiving: The Fourfold Path for Healing Ourselves and Healing Our World.The challenge will includes daily inspirational emails as well as access to an online forgiveness community. They will be guided through practical exercises on how to forgive, have opportunities to join discussions and share their own stories, HarperCollins, the Tutu’s publisher, said.During the challenge there will be resources such as films, music and exclusive interviews with forgiveness heroes, experts, cultural icons and leaders. All participants will be encouraged to participate in an optional study designed to measure the impact of forgiveness in people’s lives.Tutu, who won a Nobel Peace Prize for his leading role in ending apartheid, chaired the Truth and Reconciliation Commission, which created a way for South Africans to address the overwhelming suffering and grief that were the legacy of over four decades of racial oppression.Since then he has taken his deeply human approach to resolving conflict to many other countries, including Northern Ireland and Rwanda.“Forgiving is a choice. A choice I have seen profoundly transform lives time and again,” says Archbishop Tutu. “As Nelson Mandela said when he walked free after 27 years of prison, ‘I knew if I didn’t leave my bitterness and hatred behind, I’d still be in prison’. Mpho and I share a vision to bring the transformative power of forgiveness to people everywhere and to see it spread through families, communities, countries and our whole world.”Mpho, who is an Anglican minister, has helped rape victims and refugees displaced by war and is currently completing a PhD on the topic of forgiveness.“Our culture glorifies the seductive but ultimately empty feeling of power that comes with an act of revenge or a harsh rebuke,” says Mpho. “The Forgiveness Challenge is a corrective to these cultural forces. It provides training to strengthen our forgiveness muscles. Every time we are hurt we stand at a crossroads with two clear paths to deal with our pain – forgive and heal; or lash out and harm.”The programme has received wide support, including from English businessman and philanthropist Sir Richard Branson, musician Alanis Morissette and Arianne Huffington, the founder of Huffington Post.“Forgiveness is not something we do for others, we do it for ourselves and this then impacts all those around us. That is why forgiveness is our greatest gift and only hope,” said Archbishop Tutu. “I am delighted that people all around the globe are signing up for the Forgiveness Challenge. Together I know we can change the world.”SAinfo reporter and HarperCollinslast_img read more

Calling All Fascinating People: Now You Can Audition for TED on YouTube

first_img8 Best WordPress Hosting Solutions on the Market A Web Developer’s New Best Friend is the AI Wai… Top Reasons to Go With Managed WordPress Hosting Related Posts marshall kirkpatrickcenter_img If you’re one of the many people inspired, educated, informed and entertained by TED Talks videos online, you should know that the organization’s web video efforts are no longer read-only.Disruptive creative geniuses and others are now invited to upload to YouTube or Vimeo one minute audition videos for consideration by TED. Selected uploaders will be invited to travel to New York for an in-person audition to present to the world on stage in California. TED says it is looking for “the rich use of technologies, formats and styles to make an impact on an audience.” The deadline for submission is in 10 days.Will this allow TED to cast a wider net and open up presentation to the world at large? In some ways it will. Selected audition participants will still be responsible for their own travel to New York, however, something that’s sure to be a limiting factor.None the less, this seems like a big step to me.See June Cohen, TED’s Executive Producer of Media talk about Radical Openness at the ReadWriteWeb 2WAY Summit this summer in New York City. Learn more. Tags:#news#web Why Tech Companies Need Simpler Terms of Servic…last_img read more

Challenge Yourself to Save Money

first_imgBy Barbara O’Neill, Ph.D., CFP®, Rutgers Cooperative Extension, oneill@aesop.rutgers.eduAside from making a New Year’s resolution, there is perhaps no better time for military families to save money than April. If they are early tax filers, a tax refund may be coming or may have already arrived. In addition, big winter home heating bills are in the rear view mirror and, ideally, lingering holiday credit card bills too.Photo by Steven DepoloWhat’s the best way for military families to save money? There is no one right answer. Automatic payroll deductions work well for many people, For example, they have deposits into a credit union account or Thrift Savings Plan retirement savings automatically taken out of their paycheck, before they spend it. Other people do well saving loose change in a jar and depositing it periodically in a savings account as the jar fills up.A third way to save money is to complete a savings challenge that gradually ramps up deposits. While many people start these challenges during the first full week of January, as a New Year’s resolution, they can be started in April or at any other time. Another option is to make a “catch up deposit” in April, perhaps using tax refund money, and then complete a calendar year challenge from that point forward until the end of December.Below is a description of four different savings challenges and how they operate:The 52-Week Money Challenge– Perhaps the oldest of the money challenges (original source unknown) that are all over social media, especially in January, this challenge begins with a $1 deposit during Week #1. The weekly deposit rises by $1 per week and reaches $52 during the final week of the Challenge (Week #52), with total savings of $1,378. Some people have suggested doing the 52-Week Money Challenge in reverse. Some people have more money in January (e.g., from holiday gifts or a year-end bonus at work) than they do in December, which tends to be a very expensive month for many people with holiday gifts and travel. The “reverse challenge” strategy is also very motivating. After five weeks, you already have $250 saved. A third way to do the 52-Week Money Challenge is to pick an amount each week that you can afford (e.g., $25 one week and $16 the next) and complete the challenge in any order. Tracking forms are available athttp://walton.ifas.ufl.edu/fcs/files/2014/01/52-Week-Money-Challenge.pdfhttps://www.affinityplus.org/Portals/0/Documents/Blog/52Week.pdfhttps://www.lgfcu.org/sites/default/files/docs/52week_challenge.pdfThe 52-Week Youth Money Challenge– I created this challenge for parents to use with their children. See http://www.slideshare.net/BarbaraONeill/52-week-money-challenge-for-youth0315. Weekly savings deposits are 10 weeks each of $1, $2, $3, $4, and $5, resulting in $150 of savings. Week #51 is an optional $25 from birthday gifts and Week #52 is an optional $25 from holiday gifts ($200 total). There is also an option for parents to provide a 50% ($100) match of their child’s savings, resulting in total annual savings of $300.The 15-Week Money Challenge– I created this challenge for high school and college students and adults with short-term financial goals. See http://www.slideshare.net/BarbaraONeill/15-week-college-student-money-challenge0715. The Basic Challenge includes five weeks of $10 savings, five weeks of $20 savings, and five weeks of $30 savings, resulting in a total accumulation of $300. The “Hard Core” Challenge starts with a $10 weekly deposit and ramps up the savings deposit by $5 per week for a final deposit of $80, resulting in a total accumulation of $675. The 18 students in my Fall 2015 Rutgers University Personal Finance class took the challenge as an initial pilot test and collectively saved almost $6,000 over the course of the semester.The $2,500 Savings Challenge– I created this challenge to ramp up the amount saved from the 52-Week Money Challenge. I also like round numbers. Hence, the $2,500 savings goal. See http://www.slideshare.net/BarbaraONeill/50-week-2500-savings-challenge. The challenge begins with a $2 deposit during Week #1. The weekly deposit rises by $2 per week and reaches a high of $98. There are two weeks “off” at a saver’s discretion and a $50 deposit is made during the final week of the Challenge (Week #50), with total savings of $2,500. Like the 52-Week Money Challenge, the $2,500 Savings Challenge can be done forward, backward, or in any order that works for individual savers.Want to save money for future financial goals? Challenge yourself and/or your children to save by completing one of the four savings challenges described above. For more information about the benefits of saving money, visit http://articles.extension.org/pages/8634/financial-security:-saving-and-investing and http://www.americasaves.org/.last_img read more

Formula 1: Daniel Ricciardo wins chaotic Azerbaijan Grand Prix

first_imgRed Bull’s Daniel Ricciardo won a chaotic Azerbaijan Grand Prix on Sunday, with Formula One championship leader Sebastian Vettel finishing fourth after being penalised for swerving into rival Lewis Hamilton who came home in fifth.Hamilton’s Mercedes team mate Valtteri Bottas finished second after overcoming a first-lap collision with Ferrari’s Kimi Raikkonen that forced him to pit.Canadian teenager Lance Stroll came home third, the Williams driver’s first podium, after being overhauled by Bottas on the line.Ferrari’s Vettel, who seemed infuriated with Hamilton after the British driver slowed on the exit of Turn 15 under safety car conditions after a red-flag stoppage, collided with the triple world champion’s Mercedes and was hit was a 10-second stop-go penalty, which saw him drop from second to ninth.Hamilton was denied the opportunity to prevent Vettel from extending his championship advantage when he was forced to cede his lead after pitting due to a loose head rest.Australian Ricciardo’s victory was his first since he won the Malaysian Grand Prix last year and the victory lifted him up to fourth in the standings on 92 points, behind Vettel on 153 and Hamilton on 139.last_img read more