Proudly South African lunches a campaign to encourages consumers to buy local 

Proudly South African has launched a new campaign that encourages people of Mzansi to buy local and support local business in order to solve unemployment problems. 

Small and medium businesses are struggling in South Africa to a point where government ministers don’t wear locally produced products, they consume international brands. 

Recently minister of electricity Sputla Ramokgopa was spotted doing a television interview wearing a luxury brand sweater from Michael Kors and wearing a 4million rand watch, showing off his swagger. 

The Proudly South African CEO Eustace Mashimbye says every rand spent on local products helps to rebuild the local economy and contributes to retaining and creating jobs.  

“Our message is clear: buying locally manufactured goods and services helps to create a demand for local jobs which has a direct impact on today’s youth and future generations. Many countries, such as China, are thriving because of their strength in localisation and export powers. This compels us as South Africans to be more intentional and robust about localising the goods that we consume or use,” he says. 

The Second Half television commercial puts the country’s future labour force in the spotlight, demonstrating the direct impact that consumers can have on the future of South Africa’s children if they buy and support home-grown products and services. 

The ad depicts eight labour-intensive industries that are part of the government’s sectoral masterplans: agro processing; furniture; clothing, textile, footwear and leather; steel and construction; manufacturing; aviation; automotive; and food and beverages.

Mashimbye says the goal of the campaign is to emotionally connect with consumers in a way that’s close to home and encourages buying locally produced products. “Our future, and that of our children, depends on our choices today,” he says.

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