Beyond slogans: Turning stories into strategy
Absa’s new brand campaign, #WeSeeYourStory, is more than a marketing pivot. A follow up to 2023 #YourSoryMatters initial rebrand, it is a strategic response to the lived realities of millions of South Africans.
Grounded in the recognition that personal stories hold the power to transform communities, this initiative taps into one powerful insight: visibility matters.
“#WeSeeYourStory is about banking on humanity,” said Jabulile Nsibanyoni, Head of Sponsorships at Absa. “When we say we see your story, we’re saying we understand, acknowledge, and support the multifaceted lives of our customers.”
According to internal Absa research:
- 82% of young African professionals feel misunderstood by traditional banking systems.
- 67% of South Africans regularly run out of money before month-end.
Rather than use these statistics for shock value, Absa responds with empathy and action. This campaign transforms data into storytelling — and into meaningful service design.
“This campaign… shows how Absa through its products and services, responds in equal weight to these realities,” the brand says.
Meet the storytellers: Real lives, real impact
At the campaign’s core is a dynamic cast of real-life changemakers — not celebrities, but everyday South Africans driving change through creativity, resilience and hustle. Among them includes:
▪️A young filmmaker taking a stand against gender-based violence
▪️A mompreneur balancing business ownership and motherhood
▪️An empowering Absa Cape Epic rider and vitiligo ambassador & entrepreneur who has bravely overcome judgement
▪️Twin brothers building generational wealth
▪️Digital creators powering South Africa’s content economy (among them Melody Molale, Lerato Kgamanyane and TikToker Jessica Scholtz)
These stories are showcased through short films, art-style installations, and community activations under a signature showcase called “Untold Stories.”
Through a series of carefully-curated short films, digital storytelling, gallery-style installations, and live moments, Untold Stories brings these narratives to life — reminding us that every dream deserves to be seen, heard, and supported.
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Among these featured storytellers is a standout duo reshaping the fashion space — the Kau twin brothers, Bonang and Duduetsang, founders of award-winning Rustenburg fashion brand RE-L8.
What started with six printed caps in high school has grown into an innovative fashion label known for functionality and community.
“There are many ways that people relate, regardless of their age, culture or race. We all have something in common. The whole concept behind RE-L8 is that we’re all connected some way,” they tell NOWinSA.
Their line includes smart, convertible apparel like a jacket that can double as a backpack — and their dream is to open a clothing factory in their hometown. Being part of #WeSeeYourStory is not just a recognition of their hustle but a launchpad for bigger aspirations.
“Partnering with Absa is truly bringing our vision to life — it makes our dream feel real, knowing that there’s a company that genuinely cares, and is here to support us through our entrepreneurial journey.”
Red Week: A national celebration of movement and meaning
To bring these stories to the streets, Absa has launched Red Week — a national, multi-city festival blending art, innovation, and movement. Signature moments include:
- Bold media takeovers and gallery pop-ups
- Collaborations with the Absa Run Your City Series to connect narrative with physical movement
- Focus on agriculture and innovation through Force for Good, spotlighting how digital tools are transforming farming
- A cultural finale with live music, jazz, sport, and pan-African dialogue
“Red Week isn’t just a campaign moment. It’s a living expression of the belief that every story matters — and deserves to be seen.”
ALSO READ: The Big Interview: How Absa is running South Africa forward—one city at a time
Reimagining banking for the real South Africa
What sets #WeSeeYourStory apart is Absa’s drive to align storytelling with tangible support. This includes long-standing platforms like:
- ReadytoWork — which has empowered over 237,000 young people to transition from school to employment
- Over R6.9 billion invested in women-led businesses
The bank is also leveraging technology to reflect South African life in real time. Through AI-driven tools, location-aware billboards, and social-first narratives, Absa is meeting customers where they are.
“Because there’s more than one side to who we all are. You’re not just a number, a job title, or a role society assigns you — you have dreams, passions, and untold motivations that shape your journey.”
RELATED: Absa Leads the Charge for Gender Parity in Sport
Words to action: Banking with heart
With #WeSeeYourStory, Absa is setting a new standard for corporate storytelling — one where real lives and real voices move beyond the margins into the center.
The campaign reminds us that banking, when done right, is more than money management; it’s about backing dreams, building futures, and seeing people — fully.
