 In the aftermath of the positivity and national pride created by the FIFA World Cup, this week saw the national launch of the LeadSA initiative, a drive aimed at getting South Africans actively involved in the process of promoting the good of those around them, and the country as a whole.
For years we've heard the cry, ‘Africa's time has come.’ One wonders if this is it...
After hosting a successful World Cup and earning a 9/10 from FIFA President Sepp Blatter for our impeccable organizing skills, hospitality and incident-free spectacle, many will, in one chorus, say ‘Yes, it has'.
And why wouldn't they? After all, we suddenly became the talk of the world, the “place to be”. As USA President Barack Obama said in his speech at the Young African Leaders conference held in Washington DC on Tuesday:
South Africa is a shining example to all of Africa and the developing world. But today, you represent a different vision, a vision of Africa on the move - an Africa that's ending old conflicts, as in Liberia, where President Sirleaf told me, today's children have ‘not known a gun and not had to run'; an Africa that's modernizing and creating opportunities -- agribusiness in Tanzania, prosperity in Botswana, political progress in Ghana and Guinea; an Africa that's pursuing a broadband revolution that could transform the daily lives of future generations. So it's an Africa that can do great things, such as hosting the world's largest sporting event. So we congratulate our South African friends. And while it may have been two European teams in the final match, it's been pointed out that it was really Africa that won the World Cup.
So, if you're an Afro-pessimist or sitting idly on the doubting bandwagon, a visit to Primedia's headquarters in Sandton on a sunny Tuesday afternoon would have convinced you otherwise.
Why? Because Primedia Broadcasting and Independent Newspapers have joined hands in unveiling their new initiative, LeadSA. This is a project aimed at mobilizing South Africans, as Mahatma Ghandi once said, to ‘look within, and be the change you want to see'.
The initiative is aimed at inspiring South Africans to do the right thing for themselves, their families, their communities and their country by "leading" positively towards the prosperity of this nation.
According to Primedia and Independent, the initiative will do two things: Firstly, it will highlight and celebrate the achievements of ordinary South Africans by profiling their stories on radio shows and advertorials in newspapers. Secondly, it will encourage South Africans to do things differently to build the future we want to live in.
The campaign will be rolled out using promos on Primedia's radio stations, which include 702, Highveld Stereo and Cape Talk amongst others, and via advertorials in Independent Newspapers’ titles, including The Star and the Pretoria News. This will become a regular feature for the next five years.
While initiatives like this often fade into obscurity over a period of time, the significance of LeadSA is that it is initiated by radio broadcasting and news media, the very same people society blames for promoting the ‘bad news sells' agenda. It is really refreshing then, to see two of the country's media houses taking a stand in their effort to actively encourage society to pursue a positive, nation building agenda:
• Stand up for what's right. If you've had a glass too many, let a designated driver take you home.
• Stand up to corruption. Don't bribe.
• Stand up to morality. Report crime.
• Stand up for your community. Get to know your neighbours.
• Stand up against indifference. Take an interest in those around you.
• Stand up for free speech. Listen to the other side.
• Stand up for your future. Respect the environment.
• Stand up for education. Read to your children.
• Help instead of hinder. Say yes when asked to do a favour, don't look for excuses.
• Acknowledge goodness. When you have something good to say, say it.
One of the brains behind the initiative, Primedia Broadcasting CEO, Terry Volkwyn, explained how LeadSA was conceived. "I've been telling this story for the past eight months but I'm happy to do it again. In November last year, during the gloomy economic times, we were battling to come up with a new strategy for the organization."
After fruitless meetings, she decided to take a break and went on leave and it was during this time that she read a book by Jim Collins titled "How The Mighty Fall", which is a study on how big companies have fallen in the past, the reasons behind the fall and what can be done to avoid it. The book also delves into the reasons some big companies have survived.
"It points out that the companies that survive are those that have a core purpose; something that drives them which comes from the heart," Volkwyn added.
With this insight, LeadSA was hatched in conjunction with Independent Newspapers. Volkwyn pointed out that people out there want to do something but don't know where to start.
"We have to enable others to act. There's a single mother who has a degree but doesn't know where to go. There's a retired businessman who would like to make a contribution to this country but he doesn't know how. We've got to get all these people involved."
It seems that the positive energy garnered by our World Cup success is on a roll, and will stay that way as South Africans mobilize to LeadSA into the future.
Excerpted from www.sagoodnews.co.za
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