About the Pendoring Awards:
Since South Africa boasts some of the sharpest creative minds Pendoring’s challenge is to promote the use of all indigenous languages so that each and every language can take up its rightful place in the advertising environment. Over the past two decades, Pendoring has evolved into a comprehensive campaign aimed at promoting a stronger and wider awareness of the power of mother-tongue communication to a particular target market, be it in Afrikaans, Zulu, Xhosa, or any of the other indigenous languages. This logic behind this is the fact that consumers tend to open their hearts, minds and wallets more readily when they are addressed in their mother tongue, the language in which they think.
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