In this commercial, we adapted Nelson Mandela’s iconic closing statement at the Rivonia Trial in 1964, before he was sent off to prison for 27 years. We changed his words, in a shocking way, and challenged listeners to imagine a world where no-one, not even Mandela, has the guts to take a stand for what is right. In this way, the Nelson Mandela Foundation could appeal to individuals to take responsibility and help realise Mandela’s ideal of a just society.

We sent out 50 letters of appeal to prominent South Africans in January 2011. Within two months the Foundation received 31 enquiries resulting in substantial financial pledges.