Commemoration of the
passing away of former
President, Nelson
Mandela
Concept and
communication plan
BACKGROUND

5 December 2014 marks the commemoration of the
passing away of former President Nelson Mandela.
o
o

The former President of the Republic of South Africa, Dr Nelson
Mandela passed away on 5 December 2013. Government recognises
this day for commemorating the passing away of the former President
To this end, South Africa, led by the Dept. of Social Development,
together with The Presidency, Department of Communications and the
Nelson Mandela Foundation are leading plans to commemorate the life
of the former President on 5 Dec 2014, with build up & post activities.
President Mandela had a unwavering dedication to
democracy, selflessness, reconciliation, service to
humanity & a better life for all.
o
o
These are the values and aspirations that are the building blocks for
social cohesion and nation building.
President Mandela had a passion for children – by building them; you
build the future.
KEY ACTIVITIES PLANNED
Media Briefing: November 27
• A joint media briefing between the Nelson Mandela
Foundation and government will be held to announce plans for
the commemoration and call South Africans, and the world, to
action to keep Mandela’s memory alive.
Tribute Exhibition: December 4
• The Nelson Mandela Foundation will host a tribute exhibition
on December 4 displaying various Nelson Mandela
memorabilia. The event will be addressed by Deputy
President Cyril Ramaphosa.
KEY ACTIVITIES PLANNED
Official commemoration: December 5
• An official commemoration of the first anniversary of Nelson
Mandela’s passing – led by The Presidency, supported by the
Department of Social Development – will be held on
December 5.
• The programme will have three parts to it, namely:
– Prayer / ritual ceremony at Freedom Park at 05h00;
– Wreath laying at the Mandela statue in the Union Buildings by veterans
/ friends of Mandela at 08h30 (e.g., Mrs Graça Machel, Mrs Winnie
Madikizela-Mandela, Mr Ahmed Kathrada, Mr Andrew Mlangeni, Arch
Bishop Emeritus Desmond Tutu, Reverend Jesse Jackson and Cabinet
Ministers). The wreath laying ceremony will be open to the public.
Following the wreath laying by veterans, members of the public will
have an opportunity to also lay wreaths throughout the day; and
– Main event (500 pax) to be addressed by Deputy President Cyril
Ramaphosa at Freedom Park, starting at 10h00.
KEY ACTIVITIES PLANNED
A CALL TO ATTENTION
• A call to attention will be made through, for example, church
bells, school sirens, mosque prayer announcers, etc.) at 3
minutes and 7 seconds to 10h00, after which a moment of
silence will be observed from 10h00 until 10h03.
• The time lapse from the ringing of the bells to the end of the
moment of silence is 6 minutes, 7 seconds and is symbolic of
the 67 years Madiba spent in the service of humanity.
• The moment of silence will be broken by the singing of the
National Anthem at 10h03 where people will be gathered (e.g.,
workplaces, public spaces, schools, etc.).
PROVINCIAL COMMEMORATIONS
• Provincial governments will be urged to also hold
commemorative ceremonies during the 5th or thereafter, taking
their lead from the national commemorative event.
OBJECTIVES
1. To promote social cohesion in the country
through joint remembrance of Madiba;
2. To encourage South Africans, and the world,
to continue living Madiba’s values;
3. To engender a culture of giving as
exemplified by Madiba throughout his life;
and
4. To nurture nation building by promoting
Madiba’s vision – and the vision envisaged
in the National Development – of a united
nation working together to build a better
South Africa.

PROPOSED CONCEPT
Wear a Mandela T-shirt day on Friday 5 December 2014:


Everyone is encouraged to wear their favourite T-shirt to commemorate the
former President
20 Years: Tell your Mandela story

Post photos, videos, stories, favourite quotes, wearing a Mandela T-shirt,
etc. on social media platforms – DoC to provide official sites.
 As part of the 20 years of Freedom of Democracy, we are requesting South
Africans to share their Mandela story. When did you meet him? Post pictures,
videos, your favorite quotation





Where were you:
During the treason trial;
Sentencing to Robben Island
Release from Prison
Inauguration in 1994.
CONT.……PROPOSED CONCEPT

Each person much donate a book:
 As
part of the 15 day mourning period, the Nelson Mandela Foundation is
encouraging South African’s to buy or donate books
 As part of the Activities of the 05 December 2014; we want to build a “Book
Mountain” at the Freedom Park. We are encouraging all invited guests to buy a
book and bring it on the day of the event.

Call everyone to gather for 6.7 minutes Order & silence:
At
09h57 All church / mosques bells, etc. are requested to ring their bells and
sirens for 3.7 minute. At 10h03 the will be a moment of silence – the silence
will be broken by the singing of the National Anthem.
PARTNERS
 The
Nelson Mandela Foundation
 The Presidency
 Department of Social Development (Lead)
 Department of Arts and Culture
 Department of Communications
 All Government departments
KEY MESSAGES
1.
2.
3.
A detailed set of key messages will be developed by DoC
Government message: Together we move SA forward
Main essence of the message:
“Together we move South Africa forward” as the overarching message.
–
Mandela had a unwavering dedication to democracy, selflessness,
reconciliation, service to humanity and a better life for all.
–
The former President had a passion for children – to protect the children; and
by building them; you build the future.
–
Mandela has laid a foundation.
–
These are the values that we should all embrace.
–
This is our time to take responsibility and play our part in implementing our
National Development Plan.
–
Thank the world for support after the passing of the Former President.
–
This is our time to take responsibility and play our part in implementing the
NDP, the development of a better South Africa
–
Key messages to include build up activities
4. To promote the website, social media platforms, # hashtag
– #remembermandela

TARGET AUDIENCES & MESSENGERS
MESSENGERS
•
•
•
•
•
•
•
•
•
•
•
•
President and Deputy President
Minister (DSD) and other Ministers / Deputy Ministers
NM Foundation & Partners (Brand SA, MDDA, Lead SA, Big business, etc.)
Ambassadors and High Commissioners
Premiers, MECs
City Mayors (Gauteng)
Inter-faith leaders
Friends of Mandela / Elders
Musicians / artists / DJs, etc.
IMC on information and publicity
Messages from BRICS countries / other
Traditional leaders
Parliament
TARGET AUDIENCES
•
Everyone
COMMUNICATION APPROACH AND PLAN
1.
2.
3.
4.
5.
6.
7.
Media plan, interviews, statements, opinion pieces
Media houses to promote the commemoration & to have live broadcasts /
streaming capturing different moments everywhere. Extract from special
broadcast of the funeral, 20 gun salute; events that showcased the nation,
the kings, etc. Extract highlights of the day.
Social media (messages, Twitter, Facebook, YouTube, Sound Cloud,
Google hang outs, skype, MXIT, Instagram, etc.).
Websites – page on government website
Community radio news bulletins
SA News Agency articles / features
Vukuzenzele and Public Sector Manager
Record a message from the President Jacob Zuma as a Public
Service Announcement to be sent to media as a public service
announcement
COMMUNICATION APPROACH AND PLAN
Develop look and feel – clean simple, banners (look and feel to be approved
for 5 year period that we can use annually)
Proposed products:
8.
9.






Key messages
Fact sheet
Email banner
Mobilisation leaflet
Video clip
Generic mobilisation poster / leaflet (with blank spaces for date time and venue so that
anyone can have their own event)
10. Develop and issue a communication toolkit to all Communicators
11. Community activations / mobilisation countrywide and at Embassies / High
Commissions world-wide (DIRCO)
12. Internal communication and bulk SMS
13. Letter to all DGs and HoCs not to bulk buy (DoC)
14. Through stakeholder engagement plan.
15. Video and photography
16. Operations room to be set up
STRUCTURES AND PROCESSES
1. Teams: Content and communications & logistics teams.
–
–
To have central coordinators - DSD / DoC / Presidency / NM Foundation
DSD office team to manage logistics and coordination
2. Project Plans
–
–
DSD to develop overall checklist with key roles
DoC to develop its communication project plan
3. Site visit with key stakeholders
3. Dry run the day before
4. Next communication planning meeting:
–
–
Friday 28 Nov
Invite: Premiers Office, Foundation, DoC, Presidency – DP’s Office, SASSA,
NDA, City of Tshwane, Freedom Park
- End -
Thank you