Absa puts human spirit to work with their Sport Sponsorship in SA
Absa puts human spirit to work
Absa’s latest sponsorship campaign, the Human Spirit, highlights the role that the bank plays in inspiring greatness, so that we may push ourselves and ask how far we will go for what we ache for.
We stand proudly behind the Springboks and the Absa Currie Cup, but we don’t sponsor rugby. We partner the world’s toughest mountain bike stage race, but we don’t sponsor mountain biking. We are behind Bafana Bafana and the Absa Premiership, but we don’t sponsor soccer. And we back the Absa L’ Atelier art competition and the Absa Klein Karoo Nasionale Kunstefees, yet we don’t sponsor the arts.
The arts, mountain biking, soccer and rugby might all be listed as Absa sponsorship properties but the country’s biggest bank sponsors something much deeper.
We sponsor the human spirit.
The human spirit is not just for our heroes, it is something inside all of us that gives us the strength and courage to become what we want to be. It is what inspires us to follow in the footsteps of giants.
We encourage fans to celebrate the human spirit with us as we drum up support for the Springboks ahead of the 2013 Castle Lager Incoming Series against Italy, Scotland and Samoa. Through the launch of our Absa Human Spirit Facebook App, supporters can actively participate and get behind the Springboks by giving themselves horns as they “Bok” their profile pictures in a visual demonstration of their support.
Fans will also be able to view a short film about how the human spirit lives in the Springboks and are encouraged to share their personal stories as an inspiration and motivation to others.
To show our appreciation for the fans, we have also identified some of the most diehard Springbok fans who we will surprise at work with our serenading Absa flash mob choir when we say “Thank you for being a fan”. We will continue to identify more fans that show their support for the Springboks and demonstrate their human spirit. These lucky fans will receive Springbok replica jerseys and a personalised thank-you letter from the Springbok captain himself.
Absa’s Chief Marketing Officer Africa, Sizakele Marutlulle, says this overriding sentiment goes beyond the Springboks and rugby. “The human spirit is central to the way Absa does business. The idea is for us to be an inspiration to others, to be a motivation and to encourage people to excel. That’s something we strive for day-in and day-out as an organisation – to help people achieve their ambitions.” “We believe the human spirit is in all of us and we need to nurture it.”
SARU launched their Boks for Books initiative on Thursday with the aim of empowering less privileged schools through the provision of much-needed books and mobile libraries. A minimum of four libraries will be launched per year over the next four years, which will see the establishment of 16 libraries at previously disadvantaged schools.
Absa has responded to this initiative and will support SARU in raising funds for Boks for Books through the Absa Human Spirit Facebook App. For each fan who shares the short film on how the human spirit lives in the Springboks, Absa will donate R2. By investing in education, SARU enables the human spirit to soar and allows these children’s dreams to become a reality and we are proud to play a small part in this programme.
To view the Spirit of the Springbok video – click on the link below
http://www.youtube.com/watch?feature=player_profilepage&v=P1L32i_row4
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