Mthente has been tasked by Draftfcb Social Marketing to carry out qualitative research that will inform the development of a campaign strategy for Proudly South African, a “buy local” campaign that was launched in 2001 by government, organised business, organised labour and community organisations in South Africa to boost job creation and pride in “local” by promoting South African companies and their ‘homegrown’ products and services.

Mthente’s research will be comprised of focus groups with consumers, one-on-one interviews with current, former and ‘not-yet’ member companies and industry stakeholders. Utilising its experience conducting social marketing research, Mthente will aim to provide insights into the barriers and triggers that will motivate each target group to buy Proudly South African products, become Proudly South African members or support the Proudly South African brand.

Mthente has previously conducted research for Draftfcb Social Marketing for a number of different campaigns, including:

• Eskom’s Energy Losses Management (ELP) Campaign
• The Department of Communication’s Broadcast Digital Migration Campaign
• The City of Cape Town’s Energy Efficiency Campaign
• A branding and messaging campaign for the Public Administration and Leadership Academy (Palama)