Legacy campaign builds on 2010 FIFA World Cup

These values are then aligned with the Brand South Africa value proposition to change the backward view of legacy into a forward-looking perspective that will define the way in which we behave. This will ultimately contribute to the country's rating in international competitive studies in that we don't only just 'write' about 'how' citizens should behave, but actually influence the desired behaviour we want people to adopt.

World cup legacy remains

"The World Cup may be over, but its legacy remains," said Miller Matola, CEO of Brand South Africa. The campaign identifies reasons why our nation is unique, from our sports teams to our children and renowned South African attitude. Founded on the South African brand values of Ubuntu, sustainability, possibility, diversity, innovation and creativity, it builds on the successful hosting of the tournament, which the organisation considers to have been delivered by the people of South Africa.

"Our success was mainly about people - ordinary South Africans who came together to make the tournament the most successful in its history, though we cannot discount the incredible infrastructural development that contributed to it," he adds.

The 'Legacy' campaign platform aims to leverage the momentum gained during the World Cup to continue to mobilise South Africans including business, political and civil society leadership. It also aims to entrench the principles of pride, patriotism and solid citizenship that have been established over the past year. Thus as South Africans put their souls into making the World Cup a success, the next six weeks will call on all to "Put your soul into it" repeatedly!

Friday's themes

Each Friday, for the next five weeks, South Africans will celebrate all the things that make us who we are. Themes include support the 'Class of 2010', do something different, our beautiful country, do it day and celebrate your South African heritage, with the events calendar available at www.southafrica.info.