5 November 2003

Nobody smiles like South Africans do, says TBWA Hunt Lascaris founding partner Reg Lascaris. "We're world champions at it because we're not afraid to practise in public."

National Be Positive Day, Friday 7 November, challenges South Africans to focus on the unique features and achievements of a country that is "alive with possibility".

Building on the campaign's ability to persuade South Africans to reflect on the country's diversity and gains since 1994, The International Marketing Council (IMC) has called for National Be Positive Day to be extended to a month-long campaign under the theme "Celebrate South Africa".

To help kick-start the campaign, some prominent South Africans have offered their reasons to believe in the country and its future - see below.

• Got some reasons of your own for celebrating South Africa? Want to share them with us - and maybe with others? The IMC is collecting Reasons to Celebrate SA - if you've got some to contribute, please e-mail SouthAfrica.info, and we'll forward your messages to the IMC.

In 2000, Vermeulen became "so fed up with the whining" that she decided to do something about it; so National Be Positive Day was born.

"Vermeulen accepts that the country, "like any youngster, still faces challenges, but these are more likely to be addressed in a climate of confidence".

The month "encourages all South Africans to channel their personal vitality into making their own lives successful", says Vermeulen. "In many important ways, every successful individual makes a difference by raising levels of energy, the essential force that builds healthy individuals, who in turn shape strong economies."

For IMC CEO Yvonne Johnston, initiatives like the Be Positive campaign "help to amplify the efforts of the International Marketing Council in changing perceptions about South Africa, both locally and internationally.

"As South Africans, we need to position South Africa favourably on the world stage. What better way to do this than to start right here, by sharing the reasons that make South Africa alive with possibility?

"So today, list South Africa's myriad of good points and strength, share them with those around you, and help to radiate local warmth and possibility ... Our perpetual optimism, youthful spirit and can-do attitude are just some of the reasons to be more positive and appreciate just what a winning nation we are."

Blowing our own trumpet! (Photo: IMC)

Some prominent South Africans offer Reasons to Celebrate SA

Brand Pretorius - CEO, McCarthy
"Small miracles are happening every day in South Africa because of the spirit of reconciliation, and the willingness to forgive. Ordinary people are reaching out and joining hands. New relationships are forged based on mutual trust and respect.

"Where else can one have such a challenging but fulfilling life? From every perspective our country engages us. Never-ending change, an abundance of opportunities, almost overwhelming needs. A place where you can always fulfil the essence of human purpose, namely, to make a difference!"

Chris Liebenberg - chairman, Nedcor
"I am excited about the future of this country because of the opportunity I have ....

• "as an individual to make a difference;
• "to share in the excitement of building a new nation;
• "by example, to have an impact on changing the region and the continent; and
• "to live in a dynamic and open society where it is still possible for glass ceilings and social barriers to be pierced, and where the lowliest can still succeed and be accepted at the highest level socially and economically."

• "We are the beneficiaries of a political miracle (1994).
• "The economy is being well managed (interest rates/inflation).
• "When compared to other 'emerging markets' around the globe, we have a very good Constitution, political system and institutions of government.
• "Despite all the differences in our country, South Africans are generally very tolerant of each other. Compare this to the intolerance in many other countries.
• "We have a beautiful country and the sun shines a lot!"

• "It's a country where I matter and where my being here counts. When I lived overseas, I always felt that I was an expat cog in another country's well-functioning wheel and it didn't matter one bit whether I was there or not. In South Africa, it matters that every single one of us is here.

• "The fact that at every robot, there are people eking out a living and who despite having no money and a faceful of exhaust fumes every day, still smile at you when you don't buy anything and say 'okay, maybe tomorrow?'

• "The amazing women. I meet with senior businesswomen all the time and they never turn down a request to help or get involved or give someone who is following them up the ranks, a helping hand. The recognition that they have (we all have) a responsibility to help others, is ingrained and part of their personal and professional fabric, and they are role models locally and globally.

• "The Comrades Marathon. Where else on earth would you find that many people doing that kind of run, all in the spirit of support and comradeship?"

"Celebrate South Africans. They're a unique breed. You won't find anyone quite like them. South Africans are warm, generous, hospitable, spontaneous; laugh at themselves (and everyone else), are incredibly hard-working, creative, imaginative … and they know how to make decisions without waiting for a committee meeting. Overseas employers who give a job to a South African wonder how they ever managed without us. Oh, and we can be incredibly positive as well!"

• Got some reasons of your own for celebrating South Africa? Want to share them with us - and maybe with others? The IMC is collecting Reasons to Celebrate SA - if you've got some to contribute, please e-mail SouthAfrica.info, and we'll forward your messages to the IMC.

	Your country needs You ... to believe in it! (Photo: IMC)

	A Taste of South Africa: the CD 2010 World Cup South Africa Nokia's Great SA roadshow Inspirational Women at Work Freedom & flag: 10 years' flight South Africa's National Orders Around the world in a microlight South Africa's national anthem Fly, the beloved flag

	International Marketing Council of SA

'Today I woke up in a place that said: Be what you want to be.' Nelson Mandela, Zanele Situ, 'Baby Jake' Matlala and Natalie du Toit are among those who woke up to a country Alive with Possibility. View the IMC's Brand South Africa TV advert. Wake up to a dream.

What is the IMC? One legacy of apartheid is an enduring negative image of South Africa, exacerbated by some of the problems inherited from that era: crime, unemployment, poverty and Aids. Yet the country's many positives receive far less publicity: a progressive Constitution and Bill of Rights, a smooth transition to democracy, strong economic fundamentals, improved credit rating, world-class tourist destinations, well-developed infrastructure, and a regional leader of considerable influence. This is where the International Marketing Council comes in. Established by President Thabo Mbeki in August 2000, the IMC's mission is to market South Africa to the world by changing perceptions about the country both locally and internationally - the ultimate goal being a better life for all South Africans. Find out more about the IMC and its projects, members and contact details, as well as a range of branding case studies, on the IMC website.