This year we evolved our advertising campaign, and engaged with our communities through the power of edutainment. This led to the creation of our nine-part radio drama that played out in a fictitious mine community called, Makarapa City.
As one of the largest mining companies in the country, we actively seek to create sustainable value that makes a real difference to all our stakeholders. And we know that our communities lie at the heart of this commitment. The conversations in mining are changing significantly and we want to engage in authentic dialogue that brings about progress, especially where our people work and live.
There are many stories that play out in our communities and at times we’re one of the main characters. These stories often include the various social and economic issues that our communities face on a daily basis, and as an employer and partner, it’s important that we talk about these issues and find solutions together.
We chatted to Mooketsi Mocumi, our marketing communication manager in South Africa, to find out more about this exciting new industry-first radio drama.
AA: Why has Anglo American decided to do the radio drama?
MM: We need to communicate with our communities on the channels that they listen to, in languages that they understand. Because we know our communities face a host of real issues on a daily basis – many of which can be overcome through the support of our various programmes. We want our communities to know that Anglo American is there to work with them to make a real difference beyond the mine.
AA: Will the drama series feature in other languages?
MM: Yes, it will be hosted in six South African languages and will delve into real mine community issues set against the backdrop of a multi-faceted and fictional mining community.
AA: Why was the name Makarapa City chosen for the drama series?
MM: Makarapa City identifies with its mining origins. A makarapa is a hard hat that is used in the mining industry as part of personal protective equipment in line with safety requirements. But over the years it has come to represent so much more. Today, hand-cut and hand-painted makarapas are worn by sports fans of all kinds and have become an iconic South African symbol of creative expression. Makarapa City brings the name back to its roots with a whole new twist.
AA: What can we expect from Makarapa City?
MM: The series will offer a glimpse into social aspects of a mining community, their struggles and the various temptations they are faced with on a daily basis. It brings to life a gritty story which unearths key issues not only affecting mining communities but most South Africans as well. The story is set around a feuding family caught between old times and the modern world. It explores the various dynamics of love, money, wellbeing, debt, corruption and economically motivated relationships. The story will capture South African’s hearts as it taps into the realities with which everyday people can identify.
AA: What will listeners learn from the series?
MM: The Makarapa City story will unfold over 9 episodes following classic storytelling techniques that keep you at the edge of your seats and wanting more. In the series we explore issues of indebtedness, HIV, unemployment, entrepreneurship, women in mining, and many other issues that manifest themselves in many South African communities.
AA: On what radio stations will the drama series air?
MM: Ikwekwezi FM, Thobela FM, Munghana Lonene FM, Motsweding FM, Phalaphala FM, Ligwalagwala FM. These stations were chosen based on the areas in which we operate.
AA: What can be expected from the series characters?
MM: The characters will be brought to life by a powerful cast made up of industry veterans and young, up and coming actors who have a great zest for telling authentic South African stories.
Don't forget to tune into Makarapa City to find out how to enter our weekly competitions. Find out more by reading the terms and conditions.