To honour the class of 1976, YouthX by Nedbank — in partnership with Joe Public Durban — has launched a campaign that kicked off with a film depicting an elderly signwriter updating an honours board, while flashing back to his participation in the Soweto Uprising.
The film reveals that the signwriter has added a name from the Class of 1976, reminding viewers that even though they may not have gone to that specific school, their sacrifice should never be forgotten.
The brand says that it also partnered with schools across South Africa to add members of the Class of 1976 to their honours boards. The youth's surviving next of kin were tracked down and invited to special assemblies across the country.
"These stories have to be told, and curating them is critical in ensuring the youth like Noble Mabaso, Hastings Ndlovu, Irene Phalatse, Karabo Moloi and the other heroes of 1976 are remembered. This campaign belongs to all of them," says Brandon Govender, executive creative director of Joe Public Durban.
"It was such a privilege to be part of this campaign. It's not often you get the chance to work on something with such a higher purpose and, hopefully, by honouring the Class of 1976, we inspire future generations to live out their full potential," says Martin Schlumpf, integrated executive creative director at Joe Public.
The campaign says that it launched an immersive website that allows people to explore a 3D school hall — getting to know the Class of 1976 beyond just their names through stories and memories shared by their next of kin. Users were encouraged to share their stories on social media.
"Ultimately, if we're going to be a brand that makes an impact on society, telling these types of stories is fundamentally important. As a bank that wants to inspire young people to unlock their potential, we also need to acknowledge the past," says Khensani Nobanda, group executive of group marketing and corporate affairs at Nedbank.
"I feel very proud that we've done this but also very emotional because it's a very tough part of our history. But without that history, we don't have a South Africa that looks like it does today," concludes Nobanda.
Individuals are encouraged to view the Signwriter film here.
Individuals are encouraged to view the Activation film here.
For more information, visit www.joepublic.co.za. You can also follow Joe Public on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of Facebook