The Proudly South African brand campaign was launched in October 2001 with the goal of encouraging South Africans to buy local. The campaign was launched with the idea that boosting consumption of local products by South Africans and those visiting the country would lead to economic transformation and job growth in the country.
Moving forward to the present years, it is no doubt that the campaign has yielded massive results. Consumption of their products has massively grown, not only in their country but across the whole SADC region and beyond. Their local corporations have grown, jobs created. It is more than they expected perhaps.
We cannot say the same about our ‘Buy Malawi’ campaign. Though in its infancy, cracks in the strategy have already started showing. Every time one rolls a trolley in our respective supermarkets, it is rare to find Malawian products in them. Such cracks the already fragile heart of the eleven lines. ‘Remember those walls we built, they are crumbling down’.
In the event of untold damage, it is not ideal to point fingers, clench fists or exchange various excruciating parts of speech. Whatever the case, we are all to blame. The producers, the authorities and we the consumers all stand accused of letting the campaign that could have brought more good to our country crumble.
The producers have messed up big time. Much as they have made themselves known to the public about the goods or services they offer, but have they laid proper business structures to snatch a large market share?
The authorities should also step forward. They should answer why they haven’t played their part in the campaign. Have they offered less tax on Malawian products to enhance stable production? Have all corporate sectors joined hands to support the cause? Have they helped in any way in relaying information about the importance of buying local in the media, in stadiums, in schools, in churches among others? Have influencers gone on the rampage to educate the masses that purchasing local products and services empowers our industries, organizations and individuals, thereby strengthens our economy? They haven’t.
No kind words should be spared for we consumers. What good have we done to the strategy apart from filling our insatiable trolleys with foreign products? Have we ever thought of trying Malawian goods or it is the ‘prestige’ that we enjoy through usage of foreign products that we want to uphold? We are hilarious.
The eleven lines, while supressing their fury would like to urge you all to work together in order for the campaign to get to the apex. Let us reflect on different roles we all have to play. What is there to love if not for what is ours?
They say ‘a man is a patriot if his heart beats for his country’. As I am reminiscing about this sweet quote, I am already imagining a day when Malawian products and services will be the order of the day in our households and different sectors of society. It means I am already on my way there. See you when you get there.
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