Recognition of the Proudly South African logo has grown by 10% to 64% of all South Africans. Although the logo is still most visible through television and print exposure, more people reported to having seen the logo on products - a 10% increase in this category to 32% of the population.
Consumers' understanding of the campaign's job creation goals showed a further encouraging 2% improvement, with 45% of people associating the campaign with products and services made in South Africa and over 28% making a connection with the quality aspect of the campaign's criteria. Of the respondents, 5% more people (or 90%) said that they would support the campaign in future, with more than 80% of consumers believing that the logo guarantees quality products that makes them proud to be South African.
"The challenge remains to establish a culture of "conscious shopping", explains Martin Feinstein, Proudly South African's chief executive, "whereby consumers will proactively choose and ask for locally made products and services. At present, this is only represented by between 20% - 30% of the population who are consciously buying products with the logo on it."
Feinstein said the campaign would continue to run major advertising campaigns to educate consumers on the importance of buying locally-made products.
Association Incorporated Not For Gain (Reg. No. 2001/021636/08)
Proudly South African is an exciting campaign to promote South African companies, products and services, which are helping to create jobs and economic growth in our country. Proudly South African is an initiative of the National Economic Development and Labour Council (Nedlac) and is supported by organised business, organised labour, government and the community.
Chairman of the campaign is well-known broadcaster, journalist and media personality, Tim Modise.
For more information please visit www.proudlysa.co.za.
Total Media
Elzaan Engelbrecht
Tel: (021) 448 2020
