With the 2019 national elections literally around the corner, Levi’s South Africa is calling for all young people to make their voices heard.
The brand has always embraced the opportunity to bring about positive change in the world which is why they have been trying to increase voter awareness and turnout on election day this Wednesday.
Voter turnout for the 2014 Elections saw South Africa at 58% compared to Australia at 84%, the United Kingdom at 69%, the United States at 50% and Nigeria 33%.
South Africa’s eligible voting population for May 8 is 36.5 million and only 26.7 million have registered to vote meaning, that a third of our country will not be exercising their power to implement change.
Yet another staggering statistic is that of the +/-17 million youth eligible to vote, only a third have registered to vote indicating overwhelming apathy.
Country Manager for Levi’s South Africa Byron Grant said he was saddened that some young people would not be voting due to being confused by the registration process.
“I believe the official bodies, like the IEC are critical in doing the job of educating and think there is room then for brands to potentially partner with these organisations, way ahead of time, to help drive this education using the channels that speak to the youth, especially social media, to ensure that more eligible voters actually register.” he said.
The brand’s decision to focus on young people’s need to vote was mostly due to the fact that the youth is the brands target market.
“Our understanding is that there is a sense of apathy amongst the youth and since this is our primary target market who we are already having dialogue with, it made sense that we use our voice to drive awareness and spark conversation with these Levi’s fans and those that follow the influential men and women that we have partnered with,” said Grant.
(c) Instagram
Key partners taking a stand alongside the brand are DJ and producer Black Coffee, actress Nomzamo Mbatha, rapper Rouge, TV presenters Maps Maponyane, Pabi Moloi and Katlego Maboe, Metro FM DJ Moflava, rocker Francois Van Coke and Instagram darling Qaanita Orrie.
Each will share their personal motivation for voting on Election Day and a portrait image of themselves wearing the iconic Levi’s Vote t-shirt. Over 1000 Levi’s limited edition Vote t-shirts will be given away to the public through various competitions on the Levi’s South Africa Instagram page as well as through the Instagram pages of the influencer’s joining the movement.
