South Africa celebrates Women’s Month to recognize the contributions of women towards liberation struggles, and to evaluate gender equality progress. However, despite the government’s measures for women’s empowerment, gender discrimination still exists. The Marketing, Advertising, and Communication (MAC) B-BBEE Charter Council aims to address this concern.
MAC Charter Council:
The MAC Charter Council consists of 14 women who are chairpersons and deputies of committees. It also includes young people who are given the opportunity to learn from experienced members. The council has a mission to monitor compliance with the MAC Charter Sector Code, provide guidance on BEE matters in the sector, and engage with regulatory entities related to the MAC Sector Code.
Deputy Minister Nomasonto Motaung announced that 15 young women from the Tshwane University of Technology would be involved in growing the media, advertising, and communication sector. The involvement will allow these students to derive invaluable experience from the sector, which shapes South Africa’s national identity, cultures, and ambitions.
Eradicating Gender Discrimination:
The MAC Sector Council has a duty to eliminate gender discrimination and promote women’s and girls’ rights in all aspects of life, including the economy. The council is committed to ensuring that responsible marketing initiatives push back against gender-based violence and femicide. This commitment is demonstrated through their revised Sector Code, developed following public consultations with stakeholders.
The Role of Advertising:
Advertising plays a crucial role in influencing people’s behavior and attitudes and creating demand in the consumer economy. In a digital and multiplatform environment, the MAC Charter Council can provide leadership and advice on matching other countries’ successes in redressing economic imbalances while promoting and protecting women’s rights and addressing gender-based violence and femicide.
South Africa’s government aims to empower women in the media, advertising, and communication sector by unleashing their talents and energies. The MAC Charter Council is expected to lead the way in addressing gender discrimination, promoting women’s rights, and pushing back against gender-based violence and femicide. Through collaboration with academia and regulatory entities, the council can help overcome the challenges confronting society and the economy.
