Date: 26/04/2005
Source: Western Cape Provincial Government
Title: Rasool: Launch of media campaign 'A Home for All'


Western Cape Premier Ebrahim Rasool on launch of media campaign 'A Home for All'

"On National Freedom Day, our media campaign 'A Home for All' will be launched and will run on radio, in the press and on billboards throughout the province.

"Our purpose is twofold and, because their have been a great deal of opportunistic politicking around the issues, I will deal with them in some detail.

"The first purpose relates to the need to communicate.

"The central communications objective of my government is to reach out into the heart of our province, so that we are heard not only our relatively privileged constituencies, but by the many, many people whose opportunities for dialogue is limited by their circumstances.

“As in much modern society, this outreach must make use of all the media channels at its disposal. This is why we are running (and will continue to run) an Imbizo programme. It is why we speak to the press and broadcast media. It is why I myself have taken a reasonably high profile in many of our communications to date.

"I do not do this because I like my own face. I do it because I want to convey to all our communities that their Premier is actively representing them. It need hardly be said that the business of modern government does not allow for a continuous road show. We need, therefore, to use a combination of the many methods available to us if we are to reach the people, whoever they are and wherever they may be.

"Our Constitution requires that we build a participatory democracy in which all the people have the right to information about their lives. It is a little ridiculous to suppose that this can be done without some measure of advertising exposure.

"Our second purpose to our vision of 'a Home for All' who live in the Western Cape. This concept is something many may already be familiar with. But what does it actually mean? And how do we go about working towards the goal this vision represents.

"The vision of a Home for All is the expression of our deep wish to build a sense of a shared community in our Province, by putting a value on every citizen and making her or him fell a part of and a contributor to, this place we call "Home". It is about acknowledgement. And it is about creating a collectivity of interests and shared dreams for our future.

"In other words, it is a campaign about you, about me. About our mothers and fathers, our children and our friends and neighbours. And it is about us, highlighting the richness of the place we call ’home’.

"This in summary is our goal. We must use every means at our disposal to talk to our constituencies. We must do everything we can to build their self-esteem and sense of participation in our Province. Communication is and must continue to be an intrinsic and essential part of delivery.

"Without it, we disable our endeavour to transform the Western Cape by reaching out to all our communities. Without it, we fail in our duty as responsible, accountable government."

Issued by: Office of the Premier, Western Cape Provincial Government
26 April 2005
Source: Western Cape Provincial Government (http://www.capegateway.gov.za)