IMC launches feel-good South African campaign

The ‘South Africa you want to live in' campaign asks all South Africans to describe the country they want to live in. Over the next two weeks, South Africans can phone or SMS their views to +27 (0)83 900 WITHU (9484 8)/SMS “WITH U” to 32310 or go to www.itstartswithyou.co.za to leave comments. Other phases of the campaign will be unveiled in due course.

Extended advertising campaign

The IMC will then collate the feedback and expressed views and will then divide the citizens' wishes into different categories before feeding it back to the nation through an extended advertising campaign - the overall aim being to inspire South Africans to take action to make this vision a reality.

Moeketsi Mosola, IMC acting CEO, says that “the campaign is about social conversations, difficult or easy. This is the beginning of a journey for the country.”

Mosola hopes that the campaign will inspire the nation to begin to make positive change towards the future we all want to create as South Africans. He added that the campaign starts with each of us making a small change in our lives. “We should all not buy stolen goods, not bribe policemen, we should vote, pay taxes, be good hosts when tourists come to our country - so that we can all begin to be the drivers of change.”

Feeds into broader campaign

While this campaign is stand-alone, it also feeds into the broader ‘Movement for Good... It starts with you', which is a countrywide network of organisations that have come together to inspire and mobilise South Africans to become active citizens for good. The IMC is partnering with these various organizations, all of whom have the common goal of creating a better South Africa. South Africans can join the movement by SMSing “Good” and their name to 32197 or by going to www.itstartswithyou.co.za.

Sophie Masipa, IMC marketing manager, explains: “Our campaign aims to inspire citizens to take a collective view around what we see as a South Africa we want to live in; achieving this reality will mean each one of us must participate. It is also to say that no matter how insignificant you think you or your actions may be, every little bit makes a difference, and if we can mobilise the collective, we can make a substantial difference”.

The IMC is already showcasing 90 seconds snippets on e.tv's sunrise programme on Wednesdays and Thursdays. Through these inspirational pieces of work, the IMC is demonstrating that individuals efforts can collectively began to change our country in alignment with people's wishes of a SA they want to live in. Details of the community radio stations involvement, which will allow for a free toll-free for expression of an envisaged future, will be revealed during the week.