Gearing up for the 2020 Pendoring Awards

Scenes from the 2019 Pendoring Advertising Awards (Nolene Jansen Van Rensburg/ Breinstorm)
Scenes from the 2019 Pendoring Advertising Awards (Nolene Jansen Van Rensburg/ Breinstorm)
(Nolene Jansen Van Rensburg/ Breinstorm)
  • The Pendoring Advertising Awards look to celebrate South Africa’s indigenous languages.
  • This year’s awards will focus on the use of advertising to share information around Covid-19.
  • Entries for awards can be made from now until September 25 2020


When The Pendoring Advertising Awards were established in 1995, it was to encourage the use of Afrikaans in advertising. In a move toward transforming the advertising industry, the Pendoring has, since 2016, amended its rules to celebrate all languages indigenous to South Africa. 

In a bid to encourage participation, Pendoring’s general manager, Eben Keun says this year’s awards are important because 2020 has been a watershed year for advertising, languages, inclusivity and diversity.  “As we deal with Covid-19 and we have seen the importance of language and communication become critical and life-saving,” adds Keun. 

With various surveys revealing that reading has soared during the COVID-19 related lockdown, this year presents a fresh opportunity to shine a spotlight on outstanding book cover designs. As a result, the Pendorings are hoping to see a growth in branded content entries (film, print communication and publication design) as well as book cover designs for books published in indigenous languages.

Participants can make entries in the following nine categories: design, digital and interactive communication, film, live communications, outdoor and out-of-home, integrated campaign, print communication, radio and audio as well as student content.

Winners of each category receive a R6000 cash prize while their runner ups receive R2500. The overall student winner receives R10 000 while the overall winner from the remaining categories receives the Prestigious Umpetha Award that comes with an overseas study trip worth R100 000.

Last year’s winner of the Prestigious Umpetha award were Sanele Ngubane, Thule Ngcese, Rosemary Mabasa and Carl Willoughby of advertising giant TBWA Hunt Lascaris. 

Entries for this year’s Pendoring Awards are now open to advertising agencies, marketers and students.. All entries must be commercially published, launched or aired to a substantial audience between August 1 2019 and 11 September 2020. The submission deadline is September 25.

For more information visit www.pendoring.co.za