The Client: King Zwelithini Foundation
The Brief: To conceptualise and manager King Zwelithini’s life and legacy project.
With almost 50 years on the throne, King Zwelithini kaBhekuzulu (ISILO) was both the longest reigning and oldest Zulu monarch. During his reign, he ensured that the Zulu Monarchy is not only an institution for ceremonial occasions but also as an institution of value that contributes to the country’s public service, social cohesion, cultural heritage and economic development.
After the passing of the King, it became imperative for his legacy be preserved.
The Idea
Memory plays a key role in building a collective identity and it can help to better understand others. The legacy project is to ensure that current and future generations capture, remember and celebrate the late monarch’s contribution to the country’s public service, social cohesion, cultural heritage and economic imperatives.
The Insight
Leading to his Majesty’s funeral, Igunundu came up with the #SingabeSihlalo movement which ignited a sense of pride and citizens education about the late monarch and the Crown. Knowing that a campaign of this magnitude would need to target different publics, we developed a multi-pronged campaign including native marketing, publishing, and podcast, driving mass awareness in the form of activations.
To date, the project has developed following resources to remember and reflect on King Zwelithini:
- ISILO Ngesethu Isikhathi: Reflecting on the life and work of the longest reigning monarch;
- Transition in the Monarchy: Ukungena kweSILO esibayeni; and
- ISILO Esiphahlwe Ngamalanga Amabili: History about the new Zulu Monarch, King Misuzulu.
