TBWA Hunt Lascaris Helps Create Unity through Diversity in South Africa’s 12th Official Language

The Springbok rugby team were set to defend their Rugby World Cup title and make history with a record fourth win. The brief from MTN, Africa’s biggest mobile network and sponsors of the Springboks, was to connect and galvanise South Africans behind the Boks. 

To do this, TBWA Hunt Lascaris turned to the power of gwijo. These are songs of encouragement deeply imbedded in local culture. The chosen gwijo, ‘Mtaka Mama’, is about togetherness and the nation’s defiant spirit, emphasising that they're all brothers and sisters. It’s a soul-stirring anthem that transcends race and language. 

“We knew it would take all our voices to rally the Boks, all 60 million of us,” said Nomsa Chabeli, GM, brand and marketing, MTN SA. “But we quickly realised that over 4 million South Africans expressed their support in another unique and beautiful way, in our country’s newest official language.” 

In May 2023, sign language was recognised by law as the South Africa’s 12th official language. And the start of the Rugby World Cup aligned perfectly with Deaf Awareness Month, providing a massive platform to amplify the message of support.

TBWA joined forces with St Vincent School for the Deaf to translate the gwijo into sign language, then shooting epic, choreographed footage for multiple platforms. The culmination of this initiative was a live halftime performance by our silent choir at an international game, just before the Springboks departed for France.

This heart-warming collaboration embodies the true spirit of South Africa, where diversity is celebrated and inclusiveness is championed. A testament to our collective commitment to our national team, no matter our differences and abilities, in the hopes of making history together as a nation.

“For the deaf community, it’s the first time I’ve seen something like this,” said Cathy Williams, teacher from St Vincent and conductor of the silent choir. “Showing everyone what our community is like. I hope this can open up new opportunities for the deaf community. We thank you so much.”