As refreshing as South Africa’s Champion beer, Carling Black Label’s #ChampionFathers digital campaign took social media by storm as thousands entered for a chance to have their Father’s Day message on a billboard.
Social media timelines and radio airwaves were filled with heart-warming messages that recognised and honoured Mzansi’s father figures for the unique roles they play in society.
The campaign was launched through a documentary-style clip of producer and DJ, Shimza; football maestro, Reneilwe “Yeye” Letsholonyane, as well as media personality and actor, Bohang Moeko who all shared moving tales of their father figures.
The campaign focused on industry leaders and community fathers who have played a father figure role in the lives of upcoming youngsters in various industries. Businessman William “Bra Willy” Mathebula is responsible for introducing Shimza to the music industry and believing in his passion, while football legend and club owner, Jomo Sono imparted discipline to a player he scouted and provided with a platform to shine in Letsholonyane.
“At Carling Black Label, we believe in rewarding Champions so we started by partnering with these influential young men who wanted to use their voices to honour three distinguished men. We did this to encourage our consumers to do the same for the father figures who have positively impacted their lives.
“We were overwhelmed and inspired by the life-changing stories that were shared, and because of the great response we received, we decided to select three winners who will have their Father’s Day message on the biggest card – “a billboard.” said Carling Black Label Brand Director, Arne Rust.
There were three winners of the competition, whose tributes to their father figures inspired and moved us all. One of the lucky winners is January Mavasa from Giyani in Limpopo.
Mavasa stepped in to become a father to his late brother’s children, one of which was Tiyani Mabasa, who entered the competition on social media. On nominating the retired policeman who he affectionately refers to as Papa Jan, Mabasa said: “I am nominating him to recognise his leadership. We come from a big family and though the seniors have departed this earth, Papa Jan has taken on the responsibility to guide the family through the years.
“Because of his presence and lessons, I’ve learnt to understand the value of playing a role in other people’s lives. Life is not only about you, but others,” Mabasa concluded.