SOUTH AFRICA – Diageo SA, a subsidiary of beverage giant Diageo, has unveiled a progressive media project in a move towards inclusivity and diversity in the workplace during the International Women’s Day 2024. 

Led by an all-female team of staff, the company has committed 45 percent of its Out-of-Home (OOH) spend for the iconic Smirnoff brand to a first-of-its-kind initiative dedicated to women empowerment. 

The vodka brand, Smirnoff 1818, has partnered with local female visual artists to bring its latest “We Do We” campaign to life.  

These artists have been commissioned to design and install wall murals in the provinces of Gauteng and KwaZulu-Natal, marking a significant move that directly benefits women in the media value chain.

To date, seven talented artists have been commissioned to create outdoor murals, showcasing their unique interpretations of the empowering campaign. 

The unveiling of the campaign took place at the Diageo plant in Isipingo, where attendees were treated to a live painting session by the exceptional visual artist Nontethelelo “Lelo” Mncwango.  

Mncwango adorned the main entrance of the plant with her expressive take on the “We Do We” theme, captivating guests and further emphasizing the commitment to women empowerment. 

Acknowledging the collaborative effort behind this celebration, Diageo SA extended gratitude to its teams across the business who played a crucial role in making the event possible.  

Colleagues from across Africa and virtual participation from leaders, including Dayalan Nayager – Africa President & Chief Commercial and Mapula K Wanjau – HR Director: Africa & Global Commercial, highlighted the company’s dedication to fostering a diverse and inclusive workplace. 

Reflecting on the significance of the day, Diageo SA expressed hope that their efforts to drive inclusivity and diversity will extend beyond the workplace.  

Recognizing the importance of supporting women meaningfully, the company emphasized that such initiatives are not only the right thing to do for business but also contribute to creating a better society for everyone.

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