Supersport

#StandTogetherSA

South Africa is one of the greatest nations in the world, but our people seem to have lost hope, heart and, to some extent, belief.

We know that it is in sport that we are often at our best. At T&W we wanted to find a way to use sport to reignite hope and remind each other that we are strong, that we are one.

We asked: “What if we all sang our national anthem arm in arm, just as our sports teams do in stadiums all over the world?”

#StandTogetherSA was born.

Our objective was simple yet ambitious: to start a movement to change the story we tell ourselves about our country. Our aim was to have South Africans, no matter where they are, simply stand together and link arms during the national anthem.

With just over a week to go before our launch date, we travelled to the Springbok training camp inPort Elizabeth where the team, fresh from their historic victory over the AllBlacks in New Zealand, were preparing to take on the Wallabies.

There we asked some the country’s most inspirational players a simple but profound question: “What do you think about when you are singing the national anthem?”

The results were pure storytelling magic.

We put what they told us in a full-length television commercial and a second shortened version, both to be broadcast on SuperSport’s channels and released on social media.

The response confirmed what we already knew in our hearts: we were a nation looking for a story to believe in.

The commercial was featured on several newscasts and on radio and attracted more than three quarters of a million views on SuperSport’s online channels alone.

Word of the campaign went viral ahead of the crunch return fixture with the All Blacks, with major sports figures including Springbok captain Siya Kolisi, former skipper Jon Smit and former Proteas captain AB De Villiers all sharing links to the content on their own channels.

Best of all, as we watched people standing arm in arm as the anthem played, we knew we had started a movement to bring South Africans a little closer together.

Every great story has a good beginning.