Proudly South African Campaign Learns From International Experience

23 March 2001

South Africa's Proudly South African campaign, which aims to stimulate economic growth and job creation through increased demand for South African goods and services, has been drawn up on the basis of how similar campaigns have fared in other parts of the world.

Research was commissioned by Nedlac constituencies through the Fund for Research into Industrial Development, Growth and Equity, and was conducted by international strategy consultants Kaiser Associates. The benchmarking aspect of the study considered the lessons that could be learned from the "Australian Made Campaign", "Made in USA", "Buatan Malaysia", "Buy Thai", "Buy New Zealand Made", "Indian Brand Equity Fund" and "Made in Italy" campaigns.

In Australia, research found that there was a 90% recognition rate of the Australian made logo, with the brand having been built since 1980. The campaign was revived by a re-launch as a non-profit organisation in September 1999, and products carrying the campaign logo now represent the equivalent of over R25.6 billion in turnover. Its success is underpinned by a binding Code of Practice and effective complaint and enforcement measures. The campaign makes use of a single logo but a range of messages, including "You've got it Made in Australia", "Made by Australians for All Australians" and "Buy your Kids a Job". The "Buy New Zealand Made" campaign also had some innovative ideas, such as "Kiwi Pride Festivals" and celebrity endorsements.

The Thai government took a different approach. By discouraging the purchase of imported goods and promoting domestic products, it hoped to bolster the economy and accelerate job creation. The advertising discouraging the purchasing of imported goods was provocative and hard-hitting, for example, depicting imported apples as grenades or a corkscrew dripping blood into a wine glass. This did not go down well with possible investors, and it was questionable as to whether it encouraged the buying of local goods. There were, however, some interesting ideas in the campaign, such as the use of schools campaigns and the development of a "tourist passport" which was stamped each time a tourist used Thai goods and services.

The importance of including key stakeholders in such a campaign was highlighted in India, where the Indian Brand Equity Fund promotes the Made in India label. However, the objectives and roles of the IBEF were developed by government alone, with the result that there was little buy-in from industry. The Indian government is currently revamping the system by working with business.

Malaysia has successfully launched two labelling campaigns, one aimed at the domestic market, and the other at an international level. Buatan Malaysia, or Made in Malaysia, began in September 1997 with an education campaign aimed at the consumer on the impact that their purchases could have on the economy. Thereafter, Buatan Malaysia labels were placed on goods and introduced into the market place.

South Africa's campaign will incorporate many of the principles that have led to the success of these campaigns.

· In that it has been conceptualised and planned by the NEDLAC constituencies - labour, government, business and community - it has a good chance of securing buy-in from these stakeholders.

• It is to be managed by an independent organisation, which will have stakeholder representation on the board.
• It aims to engender the concept of pride as consumers, as workers, as employers, as investors, as part of the community to help grow South Africa's economy without compromising on quality and labour and environmental standards
• The campaign is both about promoting South African products and services and providing a support mechanism for improving quality and competitiveness
• The campaign will be funded through a combination of all social partners, sponsors (individual organisations) and members.
• Members will have to sign a pledge and membership will be governed by a strict code of practice
• The campaign will be link in with initiatives on the export market and tourism.

The South African campaign has taken note of the need to build a brand identity over time, and has phased its activities accordingly.

The organisation to drive the campaign and the logo is due to be launched next month, with the marketing role out happening from June.

Issued by Nedlac in Johannesburg
Contact : Jennifer Wilson
082 495 1341