The African Story is Being Retold
Posted on February 13, 2017
“My good friend OfentseLetebele was selected as the BOS Ice Tea design-a-can competition winner in 2014 and he asked me to assist him with his PR campaign to which I agreed because that’s what friends do”, she explains. After a successful campaign, Mamabolo was approached by more young entrepreneurs in her circle to do PR and media relations work.
With Africa being the world’s newest growth frontier and with a new breath of entrepreneurial spirit on the continent, there has never been a better time to tell African stories, the African way. A young woman who is leading this agenda is Kgomotso Mamabolo. Mamabolo is the founding director of Passion Projects – a proudly South African public relations consultancy dedicated to growing African brands. Founded in 2015, the organization helps entrepreneurs and individuals within the creative industry to build and maintain their reputation.
After graduating, Mamabolo used her BTech in Public Relations from the Cape Peninsula University of Technology to work in industries such as consumer, luxury and hospitality before deciding to take the path less travelled and venture into the world of entrepreneurship – an opportunity which presented itself coincidentally.
“My good friend OfentseLetebele was selected as the BOS Ice Tea design-a-can competition winner in 2014 and he asked me to assist him with his PR campaign to which I agreed because that’s what friends do”, she explains. After a successful campaign, Mamabolo was approached by more young entrepreneurs in her circle to do PR and media relations work. The continued success gave her the confidence to incorporate Passion Projects which now boasts clients across a wide spectrum of industries including the Eyethu Gallery, Sibahle and Red Bull Amaphiko.
The aptly named Passion Projects aims to create engaging stories with heart and soul that contribute to a positive African narrative and African excellence. These stories are distributed through print, broadcast and online media. A perfect example of their passionate work is reflected in the SIBAHLE poster series created by Ruramai “Rudo” Musekiwe to celebrate phenomenal African women. Passion Projects also endorsed The Great Horror Story: Depression which showcased a collection of captivating images captured by Cape Town based photographer Thembela “Nymless” Ngayi to tackle the topic of depression in young black males. Passion Projects felt it important to shine the spotlight on this particular demographic which often suffers silently from depression out of fear of being labelled “weak”. The images show the aftermath of mental illness in black families.
Some advice for young creative who might have their sights set on cracking the public relations space? Surround yourself with people who will believe in you and who will support your vision: “I’ve been fortunate enough to have a good support structure and that with every disappointment I’ve had, I’ve been able to get back and look at it as a lesson going forward”.
Photo credit: Ben Moyo