The Proudly South African Campaign originated from the deliberations of the 1998 Presidential Jobs Summit called by former president Nelson Mandela. Proudly SA is much more than a marketing/branding instrument. It is a key domestic resource in the national effort to promote national pride and patriotism, contributing to business competitiveness and employment creation (protection and creation of jobs).
This is achieved by promoting Proudly South African member companies and by stimulating consumer demand for quality, locallyproduced products and services – buy local! Proudly South African defines who we are as a nation – national pride and patriotism is Proudly South African’s brand essence! As a national campaign with the challenge to create top-of-mind awareness and stimulate a behavioural change amongst consumers – “buy local” - Proudly South African has to sustain a continuous media presence, directed by a strong marketing/ promotional strategy to ensure success.