Seishane Leshaba, Playmakers Group managing partner, says, "From a PR perspective, we had a powerful story to tell, and the goal of inspiring future women mountain bikers through the journey of our incredible '#SheUntamed' riders and coaches."
"This campaign demonstrates that sponsorship as a medium has the power to integrate with corporate social responsibility and produce meaningful work for our clients and those impacted by their programmes and the communities in which they operate. We thank our valued client, Absa, who constantly challenges us to push boundaries in all our work," adds Leshaba.
The initiative won:
- Gold — Best PR Campaign for a Sponsorship
- Silver — Best PR Campaign for Sport, and
- Silver — Best Use of Video Communication within a PR Campaign.
'#SheUntamed' was developed in 2020, aiming to inspire more women to bring their possibilities to life by taking up the sport and ultimately completing the Absa Cape Epic.
To add to this accolade, Absa '#SheUntamed' also took home two
Silver awards, including
Best PR Campaign for Sport and
Best Use of Video Communication within a PR Campaign.To inspire women riders, Playmakers collaborated with Future Play, a production company that is part of the Playmakers Group, to produce Absa
'#SheUntamed' No Lanes, a docuseries celebrating the untamed spirit of women who are passionate about mountain biking.
Tina Venter, executive of marketing operations for Absa Group, says, "We are happy to have been recognised at these prestigious public relations awards. '#SheUntamed' has proved that our sponsorship of the Absa Cape Epic is more than just a sponsorship."
"This is one of several initiatives created by Absa to drive transformation, diversity and inclusion and, in turn, is part of Absa's ambition to be an active force for good in everything that we do, and we are thrilled that our efforts in doing so are recognised," concludes Venter.
For more information, visit
www.absa.co.za. You can also follow Absa on
Facebook or on
Twitter.