Volume 11, No.1 - Feb - May 2002

Proudly South African

On 29 April 2002, COSATU signed an historic agreement to become part of the Proudly South African (PSA) campaign, an idea originally proposed by COSATU at the Presidential Jobs Summit Agreement in 1998. COSATU's participation was confirmed by the Executive Committee in February 2002 and its President, Willie Madisha, is a member of the Proudly South African Board.

The campaign aims to promote local products, stimulate growth and protect and create jobs. The signing of the agreement takes place against the background of worsening job losses and rising unemployment and poverty. Our economy has not been growing faster than the rate of our population growth for many years, which is one of the main causes of high joblessness.

According to the Labour Force Survey, unemployment has increased to 29,5%, 41,5% when using a broader definition. This is a crisis that requires a sustained effort by all South Africans and their organisations.
The message from PSA is that South African consumers can make a difference by contributing to job retention and job creation and therefore to the creation of a better life for all. This power in the hands of South African consumers has not been realised or used for the better good of workers and the economy.

To date, more than 160 companies have already joined the campaign, including SAA, Telkom, Eskom, Old Mutual, Pick n Pay and SABC. Qualifying products are identified with a special symbol, the PSA 'tick'.
This does not mean that retailers will stock only South African goods or that consumers will be forced to buy South African goods even if they are more expensive. The main aim of the campaign is to get manufacturers and retailers to identify South African goods and services by the use of the PSA logo, so that consumers can make an informed decision to buy these products if they choose. We hope that the PSA will encourage SA manufacturers to keep their prices competitive in order to boost their sales.

The PSA will also guarantee that none of the products it endorses were produced by companies who fail to comply with minimum standards of wages, health and safety and all labour and environmental laws. COSATU will monitor this provision very closely. The campaign is thus a tool we can use to enforced compliance with minimum standards.

During this campaign, more than 10 000 COSATU shop stewards nationwide will be trained to run awareness programmes in the workplace and encourage employers to join the campaign in national "workplace focus weeks".
More than 10 million "Buy South African" leaflets will be handed out at taxi ranks, train stations and shopping centres and all the participating unions will carry PSA advertising in their publications, reaching about 2 million members monthly.

Some 200 COSATU and affiliated unions' elected officials will also spread the "Buy South African" message at meetings, rallies and conferences over the next 36 weeks.
The beneficial monetary value to PSA of this programme of activity is calculated to be R16 million over the term of the agreement. In return, COSATU logos will also be used in the PSA adverts to the value of R19 million.

And in one of the most ambitious projects, PSA and COSATU will investigate the launching of a PSA Loyalty Card, offering members discounts and special offers from PSA companies' products.
When the campaign is in full steam, companies outside the campaign will find themselves losing market share to brands and products which carry the PSA logo. Tendering from local companies, particularly PSA members, will also come under the spotlight.

This agreement between COSATU and PSA will contribute immensely to the goal of creating "proudly South Africans" who understand their duties to their country and appreciate the power they have as consumers and workers to contribute to the creation and retention of jobs.

The campaign in no way contradicts our commitment to international solidarity with other workers. It is not aimed at workers of other countries. We fully support the campaign for the adoption of international core labour standards to prevent the production of cheap goods produced through child labour, forced labour or by flouting minimum labour standards.

The campaign aims to unite South Africans of all races in the creation of a common cultural pride in the quality of the products made and services delivered by South African workers. We call on COSATU members and officials to familiarise themselves with the contents of the agreement and take up the challenge in a manner that can make a difference.