As a first of its kind, the ground-breaking campaign partnered with Drive Dry and South African hip-hop artist, Nomuzi Mabena to combat drinking and driving behaviours.
Volkswagen in partnership with Drive Dry is urging South Africans to celebrate life responsibly in 2019 by changing #MonatiHaoFeli (the party doesn’t stop) to #MonatiWaFela (the party does stop). I know they mean well, but they misspelled “monate”, which directly translates to “a good time” in SeSotho.
This complete disregard for indigenous languages only serves as an assertion to open up the advertising industry to young Black professionals.
Granted, December in South Africa typically sees a culture of ‘the party doesn’t stop‘, #MonatiHaoFeli, until it does, #MonatiWaFela.
This month, as South Africans are making their new year’s resolutions, Volkswagen in partnership with Drive Dry, a Diageo South Africa initiative, seek to make a positive change when it comes to drinking and driving by urging people to pledge to #VWDriveDry in 2019 in order to make the party stop before their life does.
The #MonatiWaFela campaign which kicked off in December 2018, saw popular hip-hop artist Nomuzi Mabena who goes by the stage name Moozlie, posting images on her social media pages which were indicative of drinking and driving.