Brand SA | “Play Your Part” Campaign
By Karabo Marifi
CAPE TOWN, South Africa – Brand South Africa (Brand SA) has unveiled its vision for reimagining the “Play Your Part” campaign. Minister in the Presidency, Khumbudzo Ntshavheni, disclosed these ambitious plans during her address at the Budget Vote of the Government Communication and Information System (GCIS) last Friday.
Brand South Africa, the nation’s official marketing agency, has been allocated a substantial budget of R186 million for the 2024/25 financial year to spearhead its initiatives. This funding boost is aimed at invigorating the campaign’s reach and impact, aligning with the country’s broader socio-economic goals.
Empowering Active Citizenship
Minister Ntshavheni passionately articulated the core objectives of the “Play Your Part” initiative, which are to “inspire, empower and celebrate active citizenship”. The campaign is a call to action for South Africans to contribute positively to societal transformation.
“It aims to lift the spirit of our nation by inspiring South Africans to contribute to positive change, become involved and start doing. It calls on South Africans to use some of their time, money, skills and goods to contribute to a better future for all of us,” Ntshavheni stated with enthusiasm.
Significant Strides in Community Media
One of the highlights of the Budget Vote was the recognition of the Media Development and Diversity Agency (MDDA) for its noteworthy progress in advocating for the community media sector. The MDDA has been granted R38.5 million for the 2024/25 financial year.
Minister Ntshavheni highlighted the notable achievements of the MDDA, emphasising its role in empowering marginalised groups to kickstart and maintain their community media projects. Over the years, despite budget constraints, the MDDA has supported 586 small commercial media projects, including 321 community radio and television stations, and 185 community print projects such as newspapers, magazines, and digital platforms.
The Vital Role of Community Media
Ntshavheni underscored the indispensable role that community media plays in fostering social cohesion and bridging cultural divides.
“The work of the MDDA is important because community media serves to connect people with shared interests and concerns. It amplifies the unique stories and experiences within a community and promotes understanding amongst its members,” she said.
She further noted that community media acts as a catalyst for social cohesion, empowering individuals to actively engage in dialogue, bridge cultural gaps, and collectively address societal challenges.
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