According to Beyers, language and culture are an integral part of every South African. “Afrikaans lends itself to a tasting of the tongue and a symphony of unique sounds that are true and innate to the language. Few languages could depict the pleasure of each living moment, the tastes, scents and emotions of our people more aptly.”
While many companies underestimate the value of good Afrikaans advertising and the purchasing power of the Afrikaans-speaker, Vodacom’s focus on this segment of the market bears valuable fruit, he says.
Lucille van Niekerk, chairman of the Pendoring working committee, says Vodacom’s sponsorship of Pendoring is far-reaching. “On the one hand it is an investment in the creation, promotion and crowning of outstanding Afrikaans advertising and on the other hand it is also an investment in the future of the language and all its speakers.”
