Brand SA has set out its plans to reimagine the Play Your Part campaign.
This according to the Minister in the Presidency, Khumbudzo Ntshavheni, who was speaking during the Budget Vote of the Government Communication and Information System (GCIS) on Friday.
Brand SA, the country's official marketing agency, has been allocated R186 million to carry out its work for the 2024/25 financial year.
According to the Minister, the Play your Part initiative aims to “inspire, empower and celebrate active citizenship”.
“It aims to lift the spirit of our nation by inspiring South Africans to contribute to positive change, become involved and start doing. It calls on South Africans to use some of their time, money, skills and goods to contribute to a better future for all of us,” she said.
Ntshavheni said the Media Development and Diversity Agency has made “significant strides in developing the community media sector to reflect the needs and aspirations of all South Africans”.
The entity has been allocated at least R38.5 million for the 2024/25 financial year.
“In its duty of providing funding and other support for the marginalised groups to enable them to start and sustain their own community media projects, it has supported over 586 small commercial media projects over the years despite its meagre budget.
“This includes 321 community radio and community television stations along with 185 community print projects such as community newspapers, magazines and small commercial print as well as digital platforms,” she said.
She emphasised the vital nature of the work of the MDDA.
“The work of the MDDA is important because community media serves to connect people with shared interests and concerns. It amplifies the unique stories and experiences within a community and promotes understanding amongst its members.
“In essence, community media acts as a catalyst for social cohesion, empowering individuals to actively engage in dialogue, bridge cultural gaps and collectively address challenges for the greater good of society,” she said. – SAnews.gov.za
