The billboard, launched in Soweto and Thembisa, is part of Surf’s ‘School of Shine’ campaign, a digital portal that aims to empower women and give them the confidence they need to land their dream job.
Founder and CEO of Liquorice Miles Murphy says, “It wasn’t enough for us to provide a platform where women could gain the confidence to go into the workplace, we also wanted to provide them with a stage and let them shine, giving them the opportunity to use what they learned. It’s Surf’s drive for innovation that paved the way for us to launch this world-first for an FMCG brand.”
For women like Cynthia Kekana and Mothomeng Morop, their journeys with the ‘School of Shine’ began on the website, an online learning platform that helped them hone their skills. The programme also helped them automatically create their CVs.
“Working closely with Liquorice, we wanted to push the digital innovation boundaries and do something never done before in the FMCG space,” adds Surf brand manager, Sinovuyo Rodolo. “The digital billboard showing real-life women was the perfect way to bring the Surf ‘School of Shine’ full circle, and show Surfs commitment to not only empowering women but supporting them all the way into the workplace.”
For more information, visit www.surfshine.co.za. Alternatively, connect with them on Facebook or on Twitter.