AT A GLANCE:
WHO: Levi's
WHAT: The denim brand has teamed up with actress Nomzamo Mbatha on a new range of limited edition T-shirts encouraging young people to vote in the 2019 South African elections.
WHY CARE: "You only get this many famous people together if the issues are those that truly sincerely matter to all of us," said Scarlett Johansson in a 2016 Vote! campaign in the US.
IN DEPTH:
Celebrity culture and influence have often been used as an optimistic instrument for social justice, change and global progressiveness, and in the past few years the rise of catchy phrases and hashtags and the increasing ease of digital sharing has made this a potent combination.
We have seen the likes of Robert Downey jnr, John Legend, Common and Alicia Keys take part in campaigns such as "Why I Vote" and "Vote!" encouraging US citizens to make their mark on election day. Now it is our turn.
Levi's has been involved in HIV/Aids education, the celebration and mobilisation of the LGBTQ+ community and support of workers' rights and equality in the workplace, while simultaneously appealing to the young "millennial", encouraging self-expression.Which is what voting is all about, right?Partner that with a South African darling who is a vocal and active participant of social change as an activist and UN refugee agency ambassador, and you truly define influence and the possibility of increasing voter turnout on election day.
Mbatha — alongside other local celebrities such as Black Coffee, Rouge, Kagiso Rabada, Maps Maponyane, Pabi Moloi, Katlego Maboe, Mo Flava, Francois van Coke and Qaanita Orrie — has posted a portrait of herself wearing the Levi's Vote T-shirt on social media. They all share their reason for voting, which may possibly guide yours.
The wide choice of local people of influence who come from different backgrounds and careers ticks the box of diversity at its finest.
"The Let's Vote campaign speaks to the millennial that is willing to use their voice to make a change and demand systematic changes from those who promise us a better future, should we put them in the position of power to lead," Mbatha tells Sunday Times Lifestyle.
"Your vote is your voice. It is your power of choice of who gets to be accountable. Put an X on it. Make your voice heard. Be part of a generation that stands for something."
Speaking about her process in voting or making a decision, it becomes clear that she reads the manifestos, principles and values of the different parties and decides from there, like any other South African, really — which shows us how we are all the same when taking a stand on election day. Reminding us every vote counts.
"Being a public figure does not take away a person's right to be a public servant and a citizen of a country or even a citizen of the world. It does not negate nor nullify my freedom of thought and choice," says Mbatha.
"What warrants the need to be silenced when it comes to voting or social issues? What warrants against me encouraging my peers around the country to utilise their power as citizens? What warrants the need to be silenced on these?
"Nothing, nothing at all.
"The most exciting thing about being a part of the campaign is to know that the campaign will be countrywide and will have a huge positive impact.
"It's always great to be a part of a conversation that amplifies voices which go to different corners of the nation."
Since every vote truly counts, the campaign is also giving an opportunity to the public to win a Levi's Vote T-shirt and take part in Let's Vote, posting for change.
WIN!
20 Sunday Times Lifestyle readers can win a limited-edition Levi's Vote T-shirt, valued at R299 each.
To enter, answer the following question: Which actress is one of the ambassadors of the Levi's Vote campaign?
Send your answer, contact details and city (Cape Town, Johannesburg, Pretoria or Durban) to lifestyle@sundaytimes.co.za, subject line LEVI'S VOTE.
Winners will be contacted via e-mail on a first-come first-served basis and will need to collect their prize at one of the following Levi's stores: V&A Waterfront, Gateway, Sandton Mall or Menlyn Mall, before May 8...