In South Africa, Women’s Month takes place over the month of August. It’s a celebration of women but a profound historical commemoration to mark the day in August 1956 when over 20,000 women marched to the Union Buildings in Pretoria to protest the Apartheid government’s pass laws. This powerful moment in history, it’s legacy is now commemorated through a public holiday, a healthy reminder of the resistance, resilience and activism of women. This is a unique and vital context for any brand seeking to engage with over the course of Women’s Month.
This means that Women’s Month branding cannot be a rinse and repeat of international “girl power” campaigns. It requires a much more thoughtful and nuanced approach that acknowledges local history, addresses current societal challenges, and genuinely contributes to the discussion around empowerment of South African women.
Here are a few thoughts worth considering when South African brands opt to explore brand tie-ins with this significant day.
It’s important to honour the legacy and inspiration. The 1956 Women’s March needs to be incorporated to honour the historical context so that the reason for the commeroration is made abundantly clear.
Also think about awareness and education in your messaging around significance and ongoing struggles to reach equality. It’s a good idea to give platform to some of the key figures of the march, including: Lilian Ngoyi, Helen Joseph, Rahima Moosa and Sophie de Bruyn.
Try to reflect the march without relying on historical photos. Brands can identify key aspects behind the march in creating visual elements and symbols, such as strength, unity and determination.
It also helps to work with authenticity by not losing sight of relevant contemporary issues. A cross-section of South African women face many challenges and need to be drawn into the discussion in a way that doesn’t seem contrived or purely around positioning or sales. Partnering with reputable entrepreneurial or social organisations that address these issues and raise awareness can be a useful way for brands to drive this kind of advocacy through donations.
When it comes to these brand campaigns, the more representative, the more powerful. This means empowering female voices. Think about collaboration and empowering female voices so that campaigns are led for women by women. Engaging local creators or designers can ensure that this local commemoration remains truly South African and tailored to different circumstances.
Showcasing your company’s internal voices to show how their contributions have shaped your brand can also be a powerful way to demonstrate this commitment to internal empowerment. This is one of the key aspects of Barno’s celebration and commemoration of Women’s Month this year.
When it comes to branding around important dates like Women’s Day and by extension, Women’s Month, it’s about authenticity, collaboration, localisation and moving beyond marketing to becoming a force for positive change. Honouring the past, celebrating the legacy and moving towards a more equitable future for all South African women from all backgrounds.
