Burning issue:

Most South Africans don’t have English names like Sarah and John.

They have African names like Naledi and Jabulani.

Names that carry deep cultural significance.

Names that spellcheck underlines as a mistake.

How, in 2018, can this be?

Nando’s wanted to right this wrong.

Solution:

In Feb 2018 #rightmyname was launched.

A multi-platform campaign that encouraged those affected to add their name to a database.

Then, on Human Rights Day, the list was made available to all for download.

The list simply updates computer dictionaries, getting rid of spellcheck’s discriminatory redline for good.

Impact

By giving people the means to remove the red line from under their name the campaign didn’t just highlight a problem, it fixed it. It is a campaign that removed a symbol of discrimination.

Nando’s is known as the nation’s firebrand. Over its 30yr history it has won the hearts of consumers by firing up conversation and rallying around issues of importance to people. This is how it remains the nation’s most loved grilled chicken brand.

The Context

In Feb 2018 #rightmyname was launched.

A multi-platform campaign that encouraged those whose name gets the red line to add their name to a database. On Human Rights Day, the list was made available to all for download.

The list updates computer dictionaries, getting rid of spellcheck’s discriminatory redline for good.

Rooted in social and digital the campaign used print and direct elements to drive awareness in an innovative manner.

Results:

• 70 000+ unique names

• 53 million impressions (91% consumer generated)

• R 5.4 mil in PR

• During a racially charged period in the country, positive sentiment spiked by 23% during the campaign.

• 70 000+ unique names

• 53 million impressions (91% consumer generated)

• R 5.4 mil in PR

• During a racially charged period in the country, Nando’s maintained and spiked positive sentiment around its brand by 23% during the campaign period.

Context

Most South Africans don’t have English names like Sarah and John.

They have South African names like Naledi and Jabulani.

Names that carry deep cultural significance.

Names that spellcheck underlines as a mistake.

How, in 2018, can this be?

Nando’s wanted to right this wrong.

The Red Line

The campaign took something as simple as a red line and turned it into a symbol of technology’s failure to recognise African people's names. Nando’s didn’t tell people what to feel it simply provided them a platform to discuss the issue and gave them the power to solve the problem.

Nando’s is a brand that appeals to and targets a youth audience. Those aged between 18 and 35.

Generation Z (18-24) and South African Millenials (25-35).

They have a voice that they want to be heard and they’re always looking for platforms that can help them achieve this.

We defined an enemy for the brand - ‘accepting the status quo’. This means that our communication needs to ensure that we are inspiring and encouraging our audience not to accept the world as it is, the role of the brand is to inspire our audience to be the change they want to see.

At the core of this campaign is a brand that’s communicating to its audience that you don’t have to accept that your name is underlined in red on your computer. That you can do something to change it.

How Nando’s fired spellcheck’s discriminatory red line.

Burning issue:

Every day South African names like Naledi, Nival and Nando’s are underlined by spellcheck

as if they’re mistakes.

Nando’s wanted to right this wrong.

Solution:

In Feb 2018 #rightmyname was launched.

A multi-platform campaign that encouraged those affected to add their name to a database.

Then, on Human Rights Day, the list was made available to all for download.

The list simply updates computer dictionaries, getting rid of spellcheck’s discriminatory redline for good.

Objective:

The ultimate objective of the campaign was to generate a database of names that companies and individuals could download, and a total of 70,000 names were submitted by the public.