Joe Public & Nedbank release equality driven advert in South Africa

AIDS Accountability International (AAI), as part of the Advertisers Activists Collective* (AAC) & Destabilising Heteronormativity Project, has been working with advertisers to promote LGBT** (Lesbian Gay Bisexual & Trans) equality & the positive-visibility of sexually diverse people in advertising across Africa. This refers both to ending stereotyping in advertising and depicting LGBT people positively in ads, so that ads are more representative of society, and less hetero-normative and cis-normative.

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Joe Public United is one of the advertising agencies we’ve been working with, and we are thrilled to share this new and groundbreaking ad, created by Joe Public, for Nedbank, one of South Africa’s largest banks. The Nedbank Money App ad celebrates equality, freedom and creativity and represents South Africans with diversity and open-thinking at the forefront. Whether one is looking at South Africa as a whole, or at Nedbank’s customers, we are a diverse people and this Nedbank ad reflects this.

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Showing all kinds of South Africans in this poetic and inspirational ad, from a trans woman to a person with a disability, Nedbank is not only representing the diversity of its customers, but also promoting equality by showing people who too often are left out of the media’s portrayal of our world, particularly in Africa, and doing so in ways that are both non-stigmatising and empowering. This ad also embraces intersectionality – joining race, sexual orientation and gender identity (SOGI), socio-economic status, disability, gender, and age.

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So many of the messages in this SEE MONEY DIFFERENTLY ad by Nedbank resonate with the work we are doing to change the way people think – from unlearning and reimagining, to giving voice in safe spaces. We think all brands should be leading with inclusivity and we applaud Nedbank for being a pioneer in Africa in this regard. Check out this two-minute cinematographic cutting-edge ad and please share with others:

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Click on the image below to watch full advert.

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* The Advertisers Activists Collective (AAC) consists of advertisers, marketers and activists, who work together to promote LGBT equality in advertising, especially in Africa. The NGOs that are part of the AAC include AIDS Accountability International (AAI), Gender Dynamix, The Southern African Trans Forum, the University of Witwatersrand, AMSHeR and House of Rainbow. The Destabilising Heteronormativity Project is supported by the Ford Foundation.

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*AAI uses the short and well-known LGBT or sexually diverse terminology to refer to Lesbian, Gay, Bisexual, Trans, Intersex, Queer and Gender Non-Conforming people (LGBTIQGNC).

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  For more info contact: Czerina Patel, AIDS Accountability International (AAI), 107 Greenmarket Place, 54 Shortmarket Street, Cape Town 8000, South Africa, Email: czerina@aidsaccountability.org Website:www.aidsaccountability.org