MTN SA has created a silent version of the iconic Gwijo song, ‘Mtakamama’ otherwise known as ‘Thina Siyazalana’, using the power of Gwijo to embrace the spirit of the country and to foster national unity. The silent Gwijo pays tribute to the diversity of South Africa and aims to inspire the entire nation, including the deaf community, to rally behind the Springboks as they defend their title next month.
MTN collaborated with St Vincent School for the Deaf – a prominent institution known for its dedication to providing quality education to hearing-impaired or hard-of-hearing students – to form the captivating ‘Silent Choir’ who perform ‘Mtakamama’ in South African sign language, now South Africa’s 12th official language.
The ‘Silent Choir’ is made up of 16 children between the ages of 15-18 years-old and is led on-camera by the brilliant Cathy Williams of St. Vincent School for the Deaf, with the off-camera support of Mmatlou Moloto and Sophia Rudham.
“The Silent Choir is an off shoot from our new TV ad, in which we tap into the passion of Gwijo and allow the power of ‘Mtakamama’ to be the golden thread that rallies the nation. The song connects all South Africans to the Springboks and declares that our 60 million voices, in all 12 official languages, are behind the Boks as they ready themselves to defend the ultimate prize in France”, says Nomsa Chabeli, GM: Brand & Marketing at MTN SA.
MTNs advert, titled “One team. 60 million voices” itself surpasses the boundaries of traditional campaigns to shine a light on the often underrepresented and overlooked deaf community.
“Through the power of Gwijo, our Silent Choir brings together voices that transcend spoken language and barriers. With this initiative, we are not only celebrating South Africa’s rich cultural heritage through Gwijo but also ensuring that the melody of the Gwijo anthem resonates with all South Africans, regardless of their hearing ability,” says Chabeli.
St Vincent School Principal, Cathy Williams expressed excitement about the partnership, stating, “This collaboration with MTN has opened new doors for our students, giving them a platform to showcase their talent and be part of a national movement. We are grateful to MTN for supporting our school’s mission to provide quality education and empower our deaf learners.”
“Through our ad and through the Silent Choir film, we wanted to showcase the passion and support of the hard-of-hearing community for the Springboks, a powerful reminder that every South African voice matters. While the inclusion is in part a celebration of South African sign language having been officially recognised, it also highlights the importance of accessibility in communication, the need to bridge gaps and foster understanding among all citizens”, continues Chabeli.
This isn’t the first time MTN South Africa has invested in supporting the deaf community. Over the past eight years, the company has donated 78 state-of-the-art multimedia centres to special schools catering to learners living with disabilities. Each multimedia centre, a 20-seater lab, costs an average of R1.5 million to build. These centres provide students with access to cutting-edge technology, opening doors to enhanced learning experiences and greater educational opportunities.
MTN is also presently piloting the relay service with 100 deaf, hard of hearing, and deaf-blind participants. The relay service will be accessible through the Convo app, benefiting an estimated 235,000 local people who rely on sign language to communicate.
“Our Gwijo campaign is testament to the unifying power of sport. For us, it’s about fostering a sense of togetherness that transcends barriers and celebrates the diversity that makes South Africa truly special. For our Springboks, we need to come together to celebrate not only our passion for rugby but also the beauty of inclusivity, ensuring that every South African, no matter who they are, where they come from and regardless of age or ability, feels seen, heard, and able to add their voices to the 60 million that will be backing the Boks in the world’s biggest rugby tournament come September”, concludes Chabeli.
