Continental Outdoor Media has donated, in total, R 820 000 worth of out-of-home (OOH) sites to The Nelson Mandela Centre of Memory this year to drive home the message that every day should be made a Mandela Day. The campaign has also been flighted with an iconic version of the campaign on the façade of the Continental Outdoor Media Head Office building in Bryanston, Johannesburg, which has been up since Mandela Day on 18 July 2013.
“The essence of Mandela Day is, as Nelson Mandela put it himself, ‘What difference we have made to the lives of others that will determine the significance of the life we lead’. By making everyday a Mandela Day, his legacy will live on through us. Nelson Mandela wished to inspire change, and to honour his incredible vision, we too must continue to inspire change in our everyday lives. Through Continental Outdoor Media’s sponsored flighting of widespread inventories, his legacy is kept fresh in the mind of the public,” says Continental Outdoor CEO, Basil Lauryssen.
“We sometimes lose sight of Madiba’s message as we get caught up in routine. Our aim is to remind the public that Madiba Day is not just once a year, it should be every day. The message of change should be internalised and applied in our daily lives. That is how a legacy lives on.”
Indeed, The Nelson Mandela Centre will help that legacy live on too. It contributes to a just society by providing an integrated public information resource on Madiba’s life and times and by convening dialogue around critical social issues. The launch of The Centre of Memory marked, appropriately, the 10th anniversary of the Interim Constitution that came into play on 18 November 1993. This paved the way to great change in South Africa. Mandela’s vision of a non-racial, democratic South Africa was realised during the first democratic elections in 1994.