In their quest to highlight typically South African challenges, Nando’s, together with its advertising agency M&C Saatchi Abel, have launched #rightmyname in continued effort to contribute to the broader dialogue of South Africa.
“At Nando’s, we’ve always loved celebrating South Africa’s diversity. So when we noticed that after more than 30 years, spellcheck still highlights Nando’s as a mistake, it got us thinking. What about other names in South Africa? Names like Nokuthula, Elodie, Darawees and Tebatso. Why are their names highlighted as mistakes too? Not cool,” says Doug Place, Chief Marketing Officer.
Jake Johnstone, Advertising and Media Manager at Nando’s Southern Africa, agrees. “We started the campaign to address a challenge within the organisation, where South African names – including Nando’s and PERi-PERi were highlighted as errors by spellcheck,” he explains.
He adds that the campaign has now been taken to the public by inviting all South Africans to sign onto rightmyname.co.za, a website where people can add their names to a database that will be made available for download on Human Rights Day, 21 March 2018. The list of names can then be used to update users’ computer dictionaries, so that nobody is made to feel like a mistake again.
The campaign has already attracted the nation’s attention, precisely because it touches on a highly topical issue, says M&C Saatchi Abel’s Tshegofatso Phetlhe, the Art Director whose frustration at having her name constantly underlined in red sparked the concept. “It’s something so many people complain about and, finally, someone has taken action,” she enthuses. “This campaign is a great example of the fact that we don’t have to accept things simply because ‘it’s the way it’s always been done’. We need to realise that we have the power to create our own change. And who better to do this than Nando’s, a brand which not only brings fire to everything it does but which, incidentally, is also underlined in red.” Phetlhe adds that, as our names are linked to our dignity, the red line has implications for national pride.
Gordon Ray, M&C Saatchi Abel Founding Partner and Executive Creative Director, agrees. He notes that the campaign is typical of the work M&C Saatchi Abel strives to create: “We believe in making beautifully simple solutions for an increasingly complex world. #Rightmyname is a case in point: a platform that’s easily accessible for all South Africans, with the ability to make a huge impact.”
Visit rightmyname.co.za, add your name to the list, and let’s get rid of the red line today.
Robert Grace, Head of Strategy at M&C Saatchi Abel points out that the campaign suits the national mood at this time perfectly. “The festive season obviously presents an opportunity for brands to present work that will really make them stand out – and not just in the sense of moving product. At the moment, we could do with commercials that have a unifying or nation building effect; some good old-fashioned storytelling – but stories that are authentic, and not a sunny version of a European Christmas. This ad, with its message about the joy of giving, is a case in point.” More than this, he says, by emphasising South African values and characteristics, it creates a sense of pride around who we are as a nation. In this way, it is more than simply an advertising campaign.
Every family has their go-to guy; the person whose name gets called every time mom or dad needs something, big or small.
“When crafting the campaign, it was crucial that we told a local story, presented in a real and relevant way so that it resonates with South Africans. The message is simple: with millions of products; many safe, easy ways to pay and delivery wherever you are, everyone – from any generation – can shop at