A country’s symbols impacts its thinking

THE ASK

Women are the backbone of South African society, the foundation that builds families and communities. Yet despite their important societal role, gender-based violence reached new peaks during the national lockdown of 2020 when women were trapped in their homes. For Women’s Day 2020, broadcaster Newzroom Afrika wanted to do something different.

THE ANSWER

Despite the importance women play in our society, the country’s coat of arms – the most visible symbol of our country – only represents two men. Using this insight, we challenged Government to relook at our national symbols, highlighting the psychological impact of visual representation on reality.

Despite the importance women play in our society, the country’s coat of arms – the most visible symbol of our country – only represents two men. Using this insight, we challenged Government to relook at our national symbols, highlighting the psychological impact of visual representation on reality.

Despite the importance women play in our society, the country’s coat of arms – the most visible symbol of our country – only represents two men. Using this insight, we challenged Government to relook at our national symbols, highlighting the psychological impact of visual representation on reality.

The Result

500 000

Over half a million South Africans signed the petition to relook at the nation’s coat of arms, which the Presidency has acknowledged and is actively considering.