Understand your country or lose it! Business Day today launched the first television ad in a brand campaign it promises will get South Africans talking.
The campaign, launched on multiple platforms including TV, online and print, deals with poverty and inequality, the eradication of which are critical to a robust political economy. The campaign is designed to encourage active engagement with Business Day’s readers and stimulate debate about issues that are core to the country’s future.
“We want to position Business Day’s value proposition in the minds of our readers as the most credible source of coverage of South Africa’s political economy,” says editor in chief, Peter Bruce.
“The campaign is passionate because we are passionate about coverage that is objective, informed and thoroughly well researched. We also care deeply about South Africa and its wellbeing, and the campaign reflects this. Poverty and inequality are South Africa’s core problems. Our readers need to understand the threat they pose and engage with the issues,” he said.
The advertising campaign will active engagement with readers. “We’re aiming to increase awareness and usage of our social platforms, where members of the public can debate the country’s issues and their ramifications, thereby setting the agenda and making their voices heard,” said Bruce.
“This will also allow our audience, especially business leaders, to inform and influence sound policy making, and hold government accountable. And it’s truly in their interest that they do so. Ultimately, any government relies on a healthy business sector, since profitable business activity is the biggest source of tax income for its coffers,” he said.