#MandelaMonth: The nation-building power of Feel Good Fashion
Imagine the difficulty of being Superwoman in Superman’s world. Accepting your HIV status as more than a death sentence as you’re a professional health worker. Brushing off the hurtful jibes that you’re ‘past you’re sell-by date’ and being proud of the wrinkles you’ve earned. Adopting a child in your thirties as a single dad, despite staying in the closet for most of your life as you grew up in a close-minded community. Standing up for yourself and finding your own identity despite literally not having a voice to stand out with as you’re deaf. Teaching your mixed-race child that black is fine and white is fine, despite never getting to share your own love story as others judge based on what they see. Realising we simply fear what we don’t know and making it your mission to educate the ignorant.
When you think ‘discrimination’, race is probably the first form that comes to mind.
But all the situations listed above are ways South Africans have overcome discrimination and prejudice. Think age, gender, sexual orientation, health, disability, and xenophobia.
Jet’s latest campaign brings this all to light, doing more than just brushing the surface of serious issues to promote their brand. More than just a marketing ploy, the 35-second teaser leads into seven real experiences of discrimination, all models for the resulting campaign. Give yourself 15 minutes to watch them through in their entirety and to take in these human truths people live with every day. See below:
Anthonyrajah confirms that the campaign aims to: “look beyond the negativity and focus on our diversity and inclusiveness as a nation… Each individual is extraordinary and brings a special element to the broader South African culture.”
As denim is the staple item in most of Jet customers’ wardrobes, Anthonyrajah says it’s being used to show how similar we actually are at heart and how comfortable jeans make one feel in their own skin…
1. Explain the concept ‘Denim Doesn’t Discriminate’ and how it ties in with the overall marketing message.
Anthonyrajah: The essence of this new marketing direction is aligned to a broader Jet Brand strategy, which has always been focused on providing good value to its customers. The campaign builds on this brand ethos of “Feel Good Fashion” – we want our customers to feel good about who they are. The #JetDenim campaign is a celebration of diversity and inclusiveness.
Jet is about Feel Good Fashion, and that’s the essence of our brand, we want to make people happy. Denim is for everyone, and the tag line: Denim Doesn’t Discriminate, neither do our prices also aims to drive the message home that a good pair of jeans is accessible to everyone from Jet.
2. Why is this relevant to SA, particularly as we celebrate #MandelaMonth?
Anthonyrajah: The #JetDenim campaign is a celebration of diversity and inclusiveness. We want customers to embrace their uniqueness and celebrate our similarities as humans. More than this, we want them to feel good in their skin and in our denim jeans, which lend themselves to effortless comfort and style. Regardless of your age, race, culture or gender, each individual is extraordinary and brings a special element to the broader South African culture.
3. What’s the overall role of brands and advertising in nation-building and promoting positive societal change?
Anthonyrajah: The essence of this new marketing direction follows a bigger global trend of leader brands that are moving towards celebrating imperfections to capture the extraordinary in the ordinary.
That’s the true spirit of #MandelaMonth. The campaign idea was conceptualised by Jet’s ATL agency, Joe Public, together with the Jet Marketing team. The video direction was a collaborative effort directed by Joe Public, working together with local production company, Burly Boys.
Follow the #JetDenim hashtag for more and to share your views.
About Leigh Andrews
Leigh Andrews AKA the #MilkshakeQueen, is former Editor-in-Chief: Marketing & Media at Bizcommunity.com, with a passion for issues of diversity, inclusion and equality, and of course, gourmet food and drinks! She can be reached on Twitter at @Leigh_Andrews.
