The initiative encourages the advertising industry to think in Afrikaans when creating campaigns targeting this lucrative market as opposed to translating from English. So far, 210 creatives from 18 agencies around the country have seen the presentation and feedback has been positive.
"Afrikaans is a senior citizen, thus 'ons moedertaal is jonk, maar sy is reeds 'n waardige ouma'," says Linda Gibson, Ads24's CEO.
The company established the competition in support of the Pendoring Awards sponsorship, to encourage creative campaigns that are conceptualised in Afrikaans. "This delivers advertising that speaks to the hearts and minds of the Afrikaans consumer," adds Gibson.
Understood by 10.9 million South Africans, Afrikaans is the third largest language in the country. The Afrikaans market is worth close to R300 billion in potential household incomes per annum.
For more, go to www.ads24.co.za/thinkafrikaans and the Facebook page. Competition entries close on 13 August 2012.
