In the context of South Africa, the institution of uBukhosi remains a very significant element in society, which cannot be ignored. UBukhosi is a contested and highly political institution because of its association with authority and power. Within the South African polity, currently uBukhosi and traditional institutions are at the centre of major policy conflict over whether to encourage full-blown land markets, or protect customary rights. The same conflict exists when it comes to local government where traditional institutions are supposed to co-exist with local government structures.
In the province of KwaZulu-Natal, the Ingonyama Trust Board (ITB) is part of uBukhosi. It is the nominal owner of the land which is supposed to be administered mainly in terms of Zulu customary law. The broader mandate of the ITB is to hold this land for the benefit, material welfare and social well-being of members of izizwe and communities living on the land.
The ITB commissioned Igunundu to develop an external political communication strategy. The campaign is a response to the need expressed by ITB itself for an effective communication strategy aimed at informing and engaging various stakeholders. This was after the realisation that the entity is more popular but less understood by stakeholders and society at large.
From the ITB point of view this project is important in disseminating appropriate information about the ITB work and in engaging stakeholders inside and outside government, thus able to enhance its role as a critical actor.