The Sowetan has been the consistent household newspaper for 40 years since its inception in 1981.
Then delivered by hand to each match box house freely in Soweto [Msotra] to now nationally distributed across 9 provinces at R4,00 and extended digitally with SowetanLive.
The analogy of public transport which for the target audience is a bitter-sweet, often necessary evil aspect of their daily lived experiences the newspaper is an experience like no other. In its evolution it is a mirror of where its readers come from and who its readers are as a people both good and bad. It’s beyond a means of transport/newspaper; it’s family, kinship and culture. The Sowetan forms a part of the bread and milk run for most Black SA households.
Then delivered by hand to each match box house freely in Soweto [Msotra] to now nationally distributed across 9 provinces at R4,00 and extended digitally with SowetanLive.
The analogy of public transport which for the target audience is a bitter-sweet, often necessary evil aspect of their daily lived experiences the newspaper is an experience like no other. In its evolution it is a mirror of where its readers come from and who its readers are as a people both good and bad. It’s beyond a means of transport/newspaper; it’s family, kinship and culture. The Sowetan forms a part of the bread and milk run for most Black SA households.
The overarching message of the three executions is the consistent presence of Sowetan newspaper in the lives of black South Africans in the last 40yrs. From a source of updates during Apartheid to now a deliverer of news across all topics and issues that happen within and those that affect our country. It has been and remains a favourite and what better way to share this SMP than through the three most engaged elements the lives it touches.
Train – affectionately referred as GALO is the most reliable yet dangerous. Platforms hold good and bad, old and recent memories significant to black South Africans; remnants of oppression, injured and sometimes killed train surfers and the multiple personality nature of the train with different coaches from Church, to Mzabalazo, scholars to Gamblers. All in a day in a train commuter’s life.
Train – affectionately referred as GALO is the most reliable yet dangerous. Platforms hold good and bad, old and recent memories significant to black South Africans; remnants of oppression, injured and sometimes killed train surfers and the multiple personality nature of the train with different coaches from Church, to Mzabalazo, scholars to Gamblers. All in a day in a train commuter’s life.
Taxi – iCab – The slightly more expensive express commonly used by ‘worker’. You'll get anywhere in South Africa faster in a Taxi than any other road transport with its inherent rank drama, breakdowns, protests and dribbling maths it is still a favourite. Much like Sowetan, the fastest and relevant news with occasional moemish moments. The placement is based on how the commuter interacts with the environment.
Bus – Putco - Transi to eMakitchen; Town, Sandton, Houghton etc. Reliable, affordable sense of snobbery and community. In a Bus you learn that you aren’t simply a passenger, you are a family member. You are noticed when missing, people you may have believed are strangers will attend your family member’s funerals or at minimum contribute iEnvelope to your family to support you. You are seen. The Sowetan newspaper in particular will be shared-reading in transit, the common source of news of this beautiful family.
Bus – Putco - Transi to eMakitchen; Town, Sandton, Houghton etc. Reliable, affordable sense of snobbery and community. In a Bus you learn that you aren’t simply a passenger, you are a family member. You are noticed when missing, people you may have believed are strangers will attend your family member’s funerals or at minimum contribute iEnvelope to your family to support you. You are seen. The Sowetan newspaper in particular will be shared-reading in transit, the common source of news of this beautiful family.
