Brand SA Reimagines Play Your Part Campaign to Inspire Active Citizenship

The Play Your Part initiative aims to "inspire, empower, and celebrate active citizenship," Minister Ntshavheni stated.

Brand SA, the official marketing agency of South Africa, is set to revamp its Play Your Part campaign, according to Minister in the Presidency, Khumbudzo Ntshavheni. Speaking during the Budget Vote for the Government Communication and Information System (GCIS) on Friday, the Minister outlined the agency's plans for the 2024/25 financial year, supported by an allocation of R186 million.

The Play Your Part initiative aims to "inspire, empower, and celebrate active citizenship," Minister Ntshavheni stated. "It seeks to lift the spirit of our nation by motivating South Africans to contribute to positive change, get involved, and take action. It calls on citizens to use their time, money, skills, and resources to help build a better future for everyone."

Support for Community Media

Minister Ntshavheni also highlighted the achievements of the Media Development and Diversity Agency (MDDA) in developing the community media sector to reflect the diverse needs and aspirations of all South Africans. The MDDA has been allocated R38.5 million for the 2024/25 financial year.

Despite its limited budget, the MDDA has supported over 586 small commercial media projects over the years, including 321 community radio and television stations and 185 community print projects such as newspapers, magazines, and digital platforms.

"The MDDA's work is crucial because community media connects people with shared interests and concerns. It amplifies unique stories and experiences within communities and promotes understanding among members," said Ntshavheni. "Community media acts as a catalyst for social cohesion, empowering individuals to engage in dialogue, bridge cultural gaps, and address challenges collectively for the greater good of society."