We The People Love The Constitution

South Africa recently celebrated the 15th anniversary of its new constitution, helped by We The People, a project designed by Media Monitoring Africa to educate South Africans on their constitution. A group of freelance creatives was recruited to develop a series of digital ads illustrating aspects of the constitution, using current events and humour to connect people with the project site wethepeople.org.za. The campaign, launched between February 20 and 24, gathered attention in radio and television coverage along with discussion on social media.

We The People I Heart Crocs

Nandos South Africa decided to withdraw its Last Dictator Standing commercial in December 2011 after employees in Zimbabwe received threats from a youth group loyal to Robert Mugabe.

We The People Chicken Political Jokes

A Johannesburg woman was reportedly verbally and physically abused at a Morningside gym in December for shouting “Yebo” while she exercised. The incident sparked a backlash against racism in South Africa, where the tag #yebo trended on Twitter.

We The People Shout Yebo

South African Twitter celebrity, perfumista and reality TV star Nonhle Thema hit the news for her tweet, “I want ALL my smurfs to call me JESUS from now on… i we all good.”

We The People Nonhle Twitter

Madam & Eve is South Africa’s most popular cartoon strip. The strip is currently syndicated in 13 publications and read by over 4 million people everyday. Madam & Eve takes a humorous look at the daily lives of two people from very different backgrounds as they experience life in postapartheid South Africa. The strip’s main characters have become icons of a changing South Africa, providing light relief through the days of transition to democracy. Gwen Anderson, also known as Madam, is a typical white South African madam struggling to come to terms with the new South Africa. Madam’s new year resolution is to learn the difference between the washing machine and the dish washer. Eve Sisulu, Madam’s “domestic maintenance assistant” actually runs the household. Always fighting for a wage increase, Eve often sets up mini-businesses to run from home to supplement her meagre income. Madam & Eve fight a lot, but they secretly like each other, even though neither of them will admit it

We The People Madam & Eve


The We The People campaign was created in Johannesburg by a collective unpaid freelancers sourced through Twitter. Strategy, concept and copy were by Sarah Britten. The We The People logo was designed by Brian Ferns. Art direction was by Unisa student Malibongwe Masinga and Andrew O’Donoghue of Original Forever and Melanie Hamman. Rico Schacherl, a well-known cartoonist, was responsible for illustrating the Madam & Eve ad.

Filed under: Interactive