Surf and Liquorice Launch First-of-its Kind Digital Billboard CV Activation

Surf Washing Power, with Liquorice, Africa’s leading digital agency, have launched a first-of-its-kind digital billboard activation showcasing the CVs of real-life women with the aim of helping them launch their careers.

The billboard, launched in Soweto and Thembisa, is part of Surf’s School of Shine campaign, a digital portal that aims to empower women, and give them the confidence they need to land their dream job.

Says founder and CEO of Liquorice, Miles Murphy: “It wasn’t enough for us to provide a platform where women could gain the confidence to go into the workplace, we also wanted to provide them with a stage and let them shine, giving them the opportunity to use what they learned. It’s Surf’s drive for innovation that paved the way for us to launch this world-first for an FMCG brand.”

For women like Cynthia Kekana and Mothomeng Morop, their journeys with the School of Shine began on the website, an online learning platform that helped them hone their skills. The programme also helped them automatically create their CVs. And before they knew it, they were shining through the streets of Gauteng.

“Working closely with Liquorice, we wanted to push the digital innovation boundaries and do something never done before in the FMCG space," says Surf brand manager, Sinovuyo Rodolo. “The digital billboard showing real-life women was the perfect way to bring the Surf School of Shine full circle, and show Surfs commitment to not only empowering women, but supporting them all the way into the workplace.”

“I look beautiful. I'm proud of myself. Thank you so much for choosing me,” says Cynthia

“Thank you, wow it’s beautiful indeed,” said Mothomeng.

Consumers can support these graduates of the Surf School of Shine by following them on @Surf_Laundry and using #SurfShine. For more about the School of Shine, click here.