The '#KnowYourPlace' campaign, a first for the agency’s Arena Holdings client, is a story of South Africa’s history through the eyes of the Sowetan and its readers.
Thibedi Meso, executive creative director at Brave Group, says, "The campaign was developed with the intention to highlight the progressive power of knowledge, information and knowing. Knowing your place, growing from there and making an impact."
"The central concept of the campaign was premised on an insight that, in the past, Sowetan’s readers were deprived of information, denied access, and told what they can and cannot do. We wanted to highlight the achievements of South Africa’s well-known, globally successful black ambassadors, by contrasting today’s images with negative stereotypes that they have fought against in the past," Meso adds.
"The goal here is to inspire the next generation of change-makers to remain resolute in their pursuit of greatness; to know that no matter what anyone has to say, only they can determine and know their place in the world," says Meso.
Nwabisa Makunga, editor of the Sowetan, adds, "'#KnowYourPlace' is a bold campaign that makes a statement. We wanted to reflect the bravery of South African country’s ambassadors by emphasising the value of their achievements against narratives that historically were aiming to put them down and into an inferior place; and how the Sowetan has, since 1981, been there to report the stories that showcase how far our country has come."
The Sowetan is a daily, English-language newspaper that was established in 1981 as a liberation struggle publication. It serves a South African readership with news, sport, lifestyle and entertainment content, published Monday to Friday.
"For almost 40 years, the Sowetan has told the story of South African life, from Soweto to Khayelitsha, KwaMashu to Polokwane. It is synonymous in expression with those seeking to raise their voice, demanding a just and equal society and a shot at pursuing their dreams," Makunga concludes.
The campaign launched on Sunday, 19 July with a 60-second online film, optimised for both social and digital media.
For more information, visit www.sowetanlive.co.za. You can also follow the Sowetan on Facebook or on Twitter. Join the conversation by using the #KnowYourPlace hashtag.