Last week Thursday I was glued to the television from 18:30 to make sure I do not miss out on the FNB “You can help” brand campaign set to air at 18:57. My channel of choice was etv, because I am currently stuck with Welfare channels SABC 1, 2 and 3 which also were showing the ad, and e is more bearable at this time.
The campaign was shot live in Soweto and had kids give their thoughts on the issues South Africa faces. But they also gave solutions. Sadly I was disappointed and not moved at all. I was deemed a heartless bitch by my partner because of this. To my defense, I suppose I am tired of messages of hope about South Africa, because all they do is toy with my emotions, like saying Bafana Bafana will win AFCON, its just wrong!
But unlike the ANC, I can see what FNB was trying to do, and I get the message of hope from the little ones (till they grow up). The ANC is not impressed at all and call the video campaign treason. First question, did FNB not have to pay to have the ad air on SABC 1, 2 or 3 and was it not viewed before being allowed to air? Did some bright spark not see that it would be considered treason by their bosses at the mighty ANC?
I suppose the treason the ANC finds is when one participant says “stop voting for the same government in hopes for change – instead change your hopes to a government that has the same hopes as us”
What the kids have to say definitely sound scripted either by FNB or the kids public speaking teacher, but I don’t know if it borders on treason. Also the ANC coming out like insecure dictators is only going to make people want to go on to Youtube and see these videos, maybe even go out to an FNB branch and open an account,
I understand the ANC is a revolutionary party, but as one kid said it is no longer 1994, where the idea is “shoot at me and I will shoot right back!” This could be a great opportunity for the ANC to shoot back smartly, maybe with a campaign of hope of their own. Making South African’s feel like any criticism at all will be met with charges of treason is not encouraging. You don’t hear Obama’s administration threatening high treason every time sometime disses Obama and calls him Osama or something crazy like that. Let’s move forward and do better in 2013 ANC, and not emotionally guilt people into agreeing with you or even defending you.
Dear ANC, if you would like help with your PR suitable for the 21st century. I am available!