This week Nike South Africa will flight its first HIV/Aids television commercial as a call to action for the public to take a stand against the disease, ahead of World Aids Day on 1 December.
The television commercial is entitled 'Greatest Opponent', and states that 'our greatest opponent is one we cannot see'. Sports figures are seen playing their various sports and are then taken out by an invisible force. This is seen as a metaphor for life, where HIV/Aids can strike anyone, at any time.
The campaign is intended to motivate the youth to live for the future, making use of the call to action, 'Life is not a game. Wear a condom.' Well-known athletes featured in the commercial include Butch James (rugby), Fabian McCarthy (football), Charne Rademeyer (road running) and Lehlohonolo 'Hands of Stone' Ledwaba (boxing).
The television commercial will support the ongoing grassroots work that NikeGO and its NGO partners (non-government organisations) are currently involved in. NikeGO is a sub-identity of Nike International that focuses specifically on corporate responsibility grassroots programmes, using sport as a catalyst to empower and educate the youth about social issues.
In South Africa, NikeGO is partnered with the Sports Heroes Walk Against Aids, Imbewu, Ikageng, Orange Farm Sports Council, Gauteng Alliance for Street Children, and the Gauteng North Sports Council.
In addition to the grassroots programmes and television commercial, Nike's 'Greatest Opponent' campaign will be featured at Nike Concept Stores countrywide during the busy Christmas shopping period of 1-3 December, through the use of distinct store windows, a unique shopping bag design and free condoms in the changing rooms for members of the public.
Nike's Marketing Director, Ashika Kalyan said, "Nike has a set of Maxims according to which we conduct our business. One of the Maxim's is 'Do the right thing'. Where sport inspires life, HIV and Aids takes this away, and as the world's leading sport's brand, we intend to use the strength of the brand, in conjunction with our NikeGO grassroots initiatives and our athlete partners, to heighten the awareness and education around this disease."
Nike has produced campaigns in support of anti-racism and cancer prevention in Europe and the United States in the past; however this is the first campaign calling for people to take up the fight against HIV and Aids. It is a long-term campaign for Nike South Africa, which will be sustainable through the ongoing HIV and Aids activities implemented by Nike's NGO partners.
