Proudly South African launches a logo to promote South African products and services

Proudly South African, the multi-million rand campaign aimed at stimulating job creation and economic growth by encouraging demand for local products and services, launches its long-awaited campaign logo tonight (3/10/91).

The Proudly South African campaign was first planned at the Presidential Jobs Summit of 1998, and has united business, labour, government and community organizations around the need to support South African products and services in order to retain existing jobs and create new employment opportunities, says Proudly South African Chief Executive Martin Feinstein.

The campaign logo, which is based on the South African flag and is a quality symbol of endorsement, will be used to identify companies, products and services which are accredited by the campaign.

Says campaign chairman, well-known broadcaster and journalist Tim Modise: "Proudly South African is a campaign to recognize and reward South African products and services of high quality – allowing them to become members and to use the Proudly South African logo on their products."

Proudly South African will soon be launching a R30-million advertising campaign to ensure consumer awareness and loyalty in all market segments throughout South Africa. The SABC is a strategic media partner and will be supporting the campaign with radio and television airtime.

The campaign has also secured more than R32-million over the next three years in sponsorships. The first founder sponsors are Old Mutual, Telkom, SAA and Eskom. The Department of Trade and Industry is a strategic partner in the campaign and is providing funding for the first two years.

"You could say this is the biggest loyalty programme ever seen in South Africa – a loyalty programme with 42-million members," says Feinstein.

To qualify for Proudly South African membership and the use of the logo, companies have to show that at least 50% of the production value of their products (including labour and marketing costs) has been incurred in South Africa. This is to ensure that the products are contributing to economic growth and job creation in South Africa.

Member companies must also meet high quality standards and, must practice fair labour standards and sound environmental standards.

"This means consumers will be able to choose products which conform to these criteria. When consumers see the logo they know they are supporting the local economy, and getting a high quality product from a socially responsible company. So it’s a mark of re-assurance," says Feinstein.

Only campaign members will be able to use the logo, and the Department of Trade and Industry has published Government Gazette regulations prohibiting its use without the campaign’s permission.

The campaign, which is an initiative of the National Economic Development and Labour Council (Nedlac), and is being run as a Section 21 (non-profit) company. The board of directors include the President of Cosatu, Willie Madisha, the Director-General of Trade and Industry, Dr Alistair Ruiters, the General Secretary of the SA Youth Council, Khulu Mbongo and the CEO of the SA Chamber of Business, Kevin Wakeford.

Companies of any size can become members, provided they meet these criteria, agree to pay affordable membership fees, and abide by the Proudly South African code of conduct.

"Membership is open to any industry or sector. We aim to have members in tourism, industry, manufacturing, services, education and every other sector," says Feinstein.

Membership is not limited to business. Non-business organizations, such as industry associations, government structures (local and national), NGOs, sports bodies and educational institutions can also become members by supporting the criteria.

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"And of course, every consumer who buys a South African product is Proudly South African."

All members will benefit from the campaign’s extensive advertising and promotional activities.

"Proudly South African is a brand and as with any brand it will be strongly supported by a range of exciting activities, including in-store promotions, school education programmes, TV programmes and rural roadshows. Proudly South African will become a desirable and recognized brand in every corner of the country, and eventually internationally. The brand will be supported by people and companies who believe in what the campaign stands for," says Modise.

Adds Feinstein: "As a result of this marketing campaign, consumers will realize that buying a Proudly South African product is a positive contribution to building a better South Africa and creating jobs that we so desperately need."

Issued by Makwetla Fleishman-Hillard Vallun Wilkins on behalf of Proudly South African

For more information, please contact:

Proudly South African - Dawn Poolman  Tel: (011) 482 2511
Makwetla Fleishman-Hillard Vallun Wilkins - Dirk van Eeden Tel: (011) 548 2010/083 or 463 8626

3 October 2001