When political parties were given the go-ahead to advertise on television for the first time, the ANC saw it as a great opportunity for South Africans to talk to each about their dreams and concerns. Together with advertising agency Ogilvy Johannesburg, the ANC has produced four commercials that talk to the positive changes ordinary South Africans have experienced since 1994, while acknowledging "there is much more to be done".

ANC spokesperson Jesse Duarte says the commercials show real people with real experiences and real hopes. "They show South African society as it is. And they give a voice to ordinary people," she says.

The commercials were inspired by the thousands of suggestions received last year from members of the public towards the ANC 2009 Election Manifesto. In their own words, these people described their experiences over 15 years of democracy, what progress they saw, and what difficulties they faced. They made practical suggestions about how these difficulties should be confronted and overcome.

Ogilvy Johannesburg was set the task of capturing this rich human story on film, ensuring that they portray the forthright manner in which South Africans speak of their lives and aspirations.

Ogilvy South Africa CEO Nunu Ntshingila says the TV campaign captures the lives of ordinary South Africans - an elderly man in a remote rural village, a young girl on the Cape Flats and youngsters in a bustling township.

"It's about getting regular South Africans to tell their own stories about how the ANC has made their lives better and what they expect of the ANC in future. It is rooted in the insight that although people's lives have been improved, there is still more to be done.

"Fifteen years into South Africa's democracy, the ANC as the leading party found itself facing several interesting challenges. Firstly, how does the incumbent and leading party drive a strong message on increased and speedy delivery without discounting the numerous and multiple achievements the ANC had achieved together with the nation? Secondly, how does it address the rising cynicism about pace and capacity of delivery?"

"The campaign we are rolling out today is a response to these market challenges. Essentially it is a partnership strategy, which captures the heartbeat of who we are as a nation - collectively working together to achieve more and to hold our leadership accountable for delivery," says Ntshingila.

The campaign also reflects the ANC Manifesto, highlighting some of the key areas such as rural development, education and healthcare, crime and corruption as well as building sustainable communities.

In each execution the lead characters tell their own stories of how the ANC has delivered to make their lives better and then they challenge the ANC to do more.

The people used in the commercials recognised the work that has been done by the ANC together with all South Africans. But they remain mindful that delivery needs to be accelerated, more decent jobs need to be created, crime needs to be dealt with, and poverty needs to be alleviated.

Each in their own way, the characters challenge the ANC to continue to work with the people to achieve even more. They challenge the ANC to remain accountable and responsive to people's needs.

Each commercial ends with ANC president Jacob Zuma accepting the challenges from these South Africans. By working together, he says, the ANC and people of this country can do a lot more to improve on the gains made since 1994.

Issued by:
African National Congress

More information:
Ishmael Mnisi 082 333 5550

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