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20 Years of Building a Competitive South Africa

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20 Years of Building a Competitive South Africa CELEBRATING 20 YEARS OF BUILDING A COMPETITIVE SOUTH AFRICA BRAND SOUTH AFRICA ANNUAL REPORT 2013 | 2014 CELEBRATING 20 YEARS OF BUILDING A COMPETITIVE SOUTH AFRICA ABOUT BRAND SOUTH AFRICA Brand South Africa was established in August 2002 to help create a positive and compelling brand image for South Africa and to build the reputation of the country. Its overall mandate is to build South Africa’s nation brand reputation in order to improve the country’s global competitiveness. The primary objective of Brand South Africa is to develop and implement a proactive reputation management and brand strategy that will create a positive and unified image of South Africa. Brand South Africa strives to build pride and patriotism amongst South Africans and to promote investment and tourism, through the alignment of messaging and the building of a consolidated brand image for the country. KEY FOCUS INTERNATIONAL MARKETING AND MOBILISATION Brand South Africa’s international campaigns focus on the needs of investors in South Africa, exporters, and global South Africans. It aims to increase familiarity and knowledge of South Africa as a viable, world-class and profitable business destination in targeted international trade, investment and tourism markets. These key markets include China, India, the United States of America (USA), the United Kingdom (UK) and the European Union, United Arab Emirates (UAE), Brazil and Russia. Targeted advertising campaigns, through broadcast, print and online media as well as other traditional marketing techniques, are used to raise awareness of all that South Africa has to oer to the international investor. Brand South Africa also engages with the global media, through initiatives such as the Media Club South Africa website and inbound and outbound media tours, to improve perceptions about South Africa in the key markets. GLOBAL SOUTH AFRICANS Global South Africans are South Africans living abroad. Brand South Africa works to mobilise the Global South African network behind a programme of investment recruitment, skills identification, mentoring, skills transfer, study exchange, and work experience initiatives to encourage positive perceptions about South Africa amongst target audiences. This is seen as an extension of the reputation management initiatives in host countries. ON THE HOME FRONT Domestically, Brand South Africa’s aim is to build and sustain national pride and patriotism through encouraging active citizenship. This is achieved through the Play Your Part programme that seeks to mobilise all South Africans to become brand ambassadors, participate in promoting the country, and make a positive contribution to socio-economic change. Brand South Africa sta “cooking up a storm” during the Values Programme ALIGNMENT OF VALUES The energy, creativity, enthusiasm, and commitment of Brand South Africa’s employees complement the organisation’s values and align with the nation brand values. “Values are at the very core of human decision making. Employees who work in an organisation whose culture aligns with their personal values feel liberated. Brand South Africa employees are able to bring their whole selves to work. They not only bring their energy, their creativity, and their enthusiasm, but also their commitment to their fellow colleagues, stakeholders and ultimately the success of Brand South Africa.” NATION BRAND VALUES UBUNTU our spirit of togetherness defines us as a people INNOVATION the birth of new ideas to make a better world SUSTAINABILITY the foundation of a future we build together POSSIBILITY the realisation of all we can be DIVERSITY the celebration of our unity BRAND SOUTH AFRICA’S VALUES UBUNTU our spirit of togetherness defines us as a people COMPETITIVENESS our ability to participate on a global scale REALNESS acknowledgement of our responsibilities DETERMINATION our persevering spirit HUMILITY respect for one’s place in context BRAND SOUTH AFRICA HIGHLIGHTS OF 2013/2014 • Brand South Africa collaborated extensively with national and provincial entities that market South Africa internationally, which resulted in a greater alignment of the ‘look and feel’ of the South African nation brand. • Expanded the Global South Africans network in Germany, United Arab Emirates (UAE), Australia and China in support of eorts to improve international reputation and positively change perceptions about South Africa amongst these target audiences. • Successfully partnered with various government departments to seed the brand positioning and implemented marketing and communications initiatives in support of their campaigns, to ensure brand alignment. • Published a Special Research Report entitled ‘South Africa - A top developing and globally competitive nation’, to improve perceptions about South Africa. • Launched the inaugural South African Competitiveness Forum (SACF), a Brand South Africa initiative, to collectively assess South Africa’s reputational and competitiveness advantages, with all stakeholders. • Promoted active citizenship and social cohesion through the Play Your Part (PYP) campaign, which achieved 34% awareness levels nationally and an increased intent to participate. • Enlisted youth engagement and involvement in the National Development Plan (NDP) through initiatives such as the ‘Shape the Future’ youth dialogues. • Hosted several successful inbound and outbound media tours from key markets, which focused on promoting South Africa’s infrastructure, innovation and technology, and also assisted in profiling the organisations involved. • Successfully registered the pay-o line ‘Inspiring New Ways’ in 36 of the 60 countries targeted. • The appointment of four Brand Ambassadors by the Presidency, to support Brand South Africa in promoting the nation brand at home and abroad. • As part of its Africa outreach programme, Brand South Africa finalised and approved the Africa strategy that will focus on developing stronger ties with the continent and improve South Africa’s reputation in these countries. • Hosted a successful media programme at the World Economic Forum (WEF) in Davos, in partnership with CNBC Africa, which included a robust media centre, a press conference, a thought leadership session and a networking event with international guests, as part the strategic engagement programmes. 20 YEAR ACHIEVEMENTS OF SOUTH AFRICA Twenty years ago a new South Africa was born. A nation that dreamed of a non-racial, non-sexist society of equal opportunity. A nation that served all of its citizens. It was called the ‘rainbow nation’. As we reflect on the past two decades, we are moved by the changes that have been implemented to pave the way for a better life for all South Africans. These changes have contributed to the development of a globally competitive nation, which we call South Africa. • Today more people have access to safe drinking water than ever before, placing us ahead of the 2015 Millennium Development Goal targets. • The provision of electricity has ensured a better life for the majority of households, with almost 90% of the people having access to electricity. • Since 1994, more than 12 million people now have a place to call home, through the investment of more than R100 billion by the South African government, in building new homes. • University enrolment has almost doubled, increasing from 495 356 students (universities, technikons and teachers’ training colleges) in 1994, to 953 373 students (public universities and universities of technology) in 2012. • By 2012, women made up 58% of all students enrolled in university programmes. • Today, more black students than ever before are enrolled in higher education institutions, comprising 81% of all students in 2012, and indicating the changing face of higher education institutions. • Enrolments in Further Education and Training (FET) colleges increased from 271 900 in 2000 to over 657 690 in 2012. • South Africa achieved the Millennium Development Goal (MDG) of halving the proportion of the population without basic sanitation, well before the target of 2015. • Investment in transport and logistics (41%) remains the largest component of the public infrastructure programme, followed by energy (22.2%), and water and sanitation (13.2%). • Spending on social services such as health, education and social development make up 13.7% of the public sector infrastructure expenditure. • More than 1 500 healthcare facilities have been built and existing facilities have been strengthened to ensure that all people can access healthcare within a 5km radius of their home. • Over the past 20 years, employment (both formal and informal) has grown by around 5.6 million, or by 60%. • The number of employed people rose from 9.5 million in 1994 to 15.2 million in 2013, despite the loss of almost a million jobs from 2008 to 2010 as a result of the global downturn. • A total of 2 760 South African students from rural areas and disadvantaged backgrounds have been recruited to study medicine in Cuba. • The HIV Counselling and Testing campaign resulted in more than 20.2 million South Africans being tested between April 2010 and June 2012, compared with only 2 million people being tested annually previously. • The number of patients receiving antiretroviral therapy (ART) in South Africa increased from 47 500 in 2004 to 1.79 million in 2011. Access to ART in the public sector subsequently grew to over 2.4 million patients by the end of June 2013. • The Prevention of Mother-to-Child Transmission (of HIV) Programme has resulted in transmission rates decreasing from 8.5% in
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