Giving Sowetans a reason to smile

The striking wrap on one of SA’s iconic landmarks, the Chris Hani Baragwanath Academic Hospital

There is only one Soweto. Its story is inextricably linked to the history of this country, and its future. It is the birthplace of business visionaries, world leaders, creative geniuses, and legends.

And now there’s a striking artistic visual paying homage to the indomitable spirit of this place. It’s the story of a proud heritage and it gives every Sowetan a good reason to smile.

If you’re travelling along Chris Hani Road or the Golden Highway, you simply cannot miss the bold new graphic addition to one of SA’s iconic landmarks, the Chris Hani Baragwanath Academic Hospital. It celebrates the rich history of Soweto, and the story of banking pioneer Dr Sam Motsuenyane who, during the oppressive apartheid regime, strived to create a bank that would serve the needs of every South African. The graphic wrap, the brainchild of graphic designer, creative strategist, street artist and entrepreneur, Jesse Yende, is a collaboration between African Bank and The South Africanist, a creative movement that campaigns for positive community impact.

The central concept is that of the Ama BoZAR, a finance-flavoured play on the term Ama Bozza, and a fitting tribute to Dr Motsuenyane and the people of Soweto. According to Sbusiso Kumalo, Chief Marketing Officer for African Bank, the wrap forms part of the Bank’s new brand repositioning.

“We loved collaborating with Jesse,” says Kumalo. “We instantly bought into his positivity and the way he is making such a meaningful social impact using the skills and resources available to him. He is the perfect modern day ‘everyday BoZAR’. Bara born and raised in Soweto, he encapsulates the resilience and the passion we needed to bring the history of Soweto to life.”

Given the dimensions of the blank canvas, this was an opportunity Jesse embraced with both hands. This self-professed “positive maverick”, well known for his smiley heart philosophy, jumped at the chance to change perceptions about Soweto and highlight how, as the most developed black township in Africa, Soweto has been the birthplace of so many of our country’s leading pioneers – the home to Ama BoZAR.

Taking a closer look, the names of all the townships are depicted on roads which build connections that span out and show what has been, what is currently happening, and what is still to come. ‘For people who don’t really know Soweto, this is a great way to provide texture and tone, and to delight and intrigue,” says Yende.

“Who knew Soweto had the first black university in South Africa; the first township school in Zola where young people are able to work on jet engines; the first township to host a Red Bull Formula One Exhibition Race; the home to Africa’s largest township shopping centre; and home to the leading academic hospital in Africa?”

According to Kumalo, what defines this visual is the people of Soweto. The message of the billboard is: ‘will all the real BoZARs please stand up?’. “We are honouring the early pioneers, but also the everyday Sowetans who continue to challenge the status quo. It also acknowledges the economic progress the area has made through access to financial services,” he says.

An important feature of the visual, sitting below the image of Dr Motsuenyane, is a bank note. It represents the many lives transformed or powered by money. This access to cash has been instrumental in making many dreams a reality.

“We felt this was a great way to honour our founder, the people of Soweto, the incredible service and dedication of the staff at Chris Hani Baragwanath and, of course, one of our proudest South Africans, Jesse Yende. It’s our commitment to our customers that we are here to stay and to serve them with the same determination exhibited by the founders of our bank,” concludes Kumalo.