Lonmin’s new brand campaign honours the past, salutes the future


On 04 September, Lonmin launched a new brand campaign which pays tribute to what Lonmin refers to as the ‘Week That Changed Our Lives’, a time when the company lost 44 of its employees during the Marikana tragedy of 2012. The campaign consists of a 60-second television and radio commercial, aired from 04 September on SABC, M-net and Mzansi Magic as well as 702, Power FM, Kaya FM and community radio stations Radio Maphisa, Madibeng FM and North West FM. Narrated by radio personality Trevor Tshabalala, the adverts bring a message of hope by focusing on initiatives that have been undertaken by the company to improve the quality of life for its employees and communities. The commercial is distinctly future focused, urging viewers to look forward to a brighter tomorrow by talking about how ‘tomorrow begins’. A selection of scenes then demonstrates the steps taken by Lonmin to catalyse that fresh beginning. These include investments made in areas such as education, healthcare, infrastructure and housing. Wendy Tlou, Group Head: Communications at Lonmin describes the commercial as an honest and emotive look into the challenges that the company has faced during the past five years, and how it has addressed them. It is, furthermore, an account of how the company has attempted to address the needs of its employees and communities. “We want to show South Africa that we have learnt some hard lessons. We have listened and we have paid attention, and we are doing our utmost to make life better for our employees, our communities, and the families of the Marikana victims,” Tlou says. The adverts have a strong emphasis on human connection throughout, which, according to Tlou, is symbolic of the extensive consultative approach adopted by the company in order to ascertain and speak directly to employees’ needs. A final scene recalls those who lost their lives during the Week That Changed Our Lives, before placing a call to action for all at Lonmin and, indeed, South Africa to look forward to and take part in building a new dawn. “This commercial evokes many strong emotions,” Tlou acknowledges. “In one sense, we crafted it as a memorial to those we lost. It’s our way of remembering them and paying tribute to their families, she concluded.

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