YOUR X IS YOUR SAY
In the months and years leading up to the 2019 general elections, South Africa faced many
challenges. Young South Africans needed to be reminded that the power of democracy comes from
each individual’s right to speak up for what they believe in.
In partnership with the IEC, and alongside our incubation agency, Six Fingaz,
we developed a campaign that connected with young voters.
Xsê became the rallying cry that meant, “I want to be heard and I will use my X to have my say.”
A term used throughout South Africa every day, a term understood across all 11 languages.
The campaign focused on the power of individual voices, and this platform created the
opportunity to showcase a cross-section of our country’s passionate young people who
became the ambassadors of the campaign. We created multiple pieces of printed, video and
radio content, with the culmination being a wide-reaching TVC.
And after an extensive integrated campaign, we achieved our primary objective;
80% of new registered voters ere under the age of 30.
Seipei Mashugane – ‘Biker Queen’ Entrepreneur
Christopher Van Staden – Professional Dancer
Lauren Chengan – Director
Emilie Olifant – Founder of Emilie Olifant Foundation