What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Interim feedback from feel-good SA campaign
While South Africans are still positive and passionate about the country, they would like to be free of poverty and crime. This is according to findings of a survey conducted by the International Marketing Council (IMC) during a recent nationwide campaign titled: 'What kind of South Africa do you want to live in?'
The IMC, custodian of Brand South Africa, launched the campaign early in June 2008, inviting South Africans to phone or SMS their views on what kind of South Africa they would want to live in. The campaign closed end of June and responses are currently being collated to be fed back to the nation through an extended advertising campaign.
Sophie Masipa, marketing manager of the IMC, comments that the responses to the campaign have been positive, showing that the rainbow nation is still intact.
She said that South Africans unanimously rejected racism, xenophobia, inequality and intolerance.
"Despite the concerns around crime, poverty, unemployment and other related issues, there is still a deep love for the country. South Africans are still proud of it and want to see it reaching its full potential," said Masipa.
Comments received ranged from wanting to have a happy, winning nation, where justice and respect are the keynotes to having a country that is crime-and poverty-free and in which an individual's value is not dictated by his background, colour or language.
"I want a South Africa that is happy! I want a South Africa that is positive! I love this country with all my heart and will do anything to make South Africa better. It really hurts me when people are negative about our country, I really believe that negativity breeds negativity. We all need to live together in unity, only then will all people see what a great nation we are and what an even better nation we can become if we all work together to build it," commented one respondent.
Another said, "The government should try and create a kibbutz kind of thing where people can at least have a plate of food in their stomach at the end of the day."
"I would like a truly democratic society, where there is honesty, integrity in the leadership and no corruption," said another.
"Through this campaign we would like to convert the pride South Africans have for their country into action; and make their vision a reality," concludes Masipa.
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