Johannesburg - A new social revolution campaign aimed at popularising and intensifying the 67 minutes of making the world a better place for all on Mandela Day has been unveiled.
Play your Part is a new campaign developed and launched by the International Marketing Council (IMC) at the Nelson Mandela Foundation in Johannesburg on Wednesday.
The campaign is designed to encourage all South Africans to use the resources at their disposal, whether it's time, money or skills, for the benefit of their fellow human beings.
IMC boss Miller Matola said Play your Part is aimed at civil society, government, corporate and individuals. It makes use of extensive media messages, encouraging South Africans to do their part.
"A nation of people who care deeply for one another and the environment in which they live and who take action by doing something positive, whether big or small, is good for everyone," he said.
While other organisations have campaigns that are currently working at social cohesion, Play your Part complements the IMC's mandate to build South Africa's national brand.
"There are a number of stories and real life examples already to be told of people and organisations that are making a positive difference. These stories should be told to lift our spirits and inspire everyone to play their part," he said.
Chief executive officer of Heartlines, Dr Garth Japhet, said they are also proud of being part of the campaign which is linked to the world wide Mandela Day drive aimed at making a difference in communities.
Frank Meintjies, from the Nelson Mandela Foundation, said: Mandela Day belongs to all of us. We achieve less when we work separately, but we achieve more when we work together.
"Just like what Nelson Mandela did, we all have a role in our society as ambassadors of this nation to portray our country as a place of hope."
Meintjies further emphasised that since the United Nations (UN) ratified Mandela Day in 2009, UN General Secretary Ban Ki-Moon will not only address the UN General Assembly, but will also go out to do some community work in New York.
On the day, people all over the world are encouraged to dedicate at least 67 minutes of their time to do community work in celebration of the values and principles Mandela stands for.
Mandela, who turns 93 this year, will celebrate his birthday at his home in Houghton, Johannesburg, with 90 kids from all the country's nine provinces.