As the Women’s Decade 2010-2020 of the African Union draws to a close, women the world over are standing firm in their push for gender equality – and they want men to walk and work with them, to change perceptions of how women are viewed, and implement changes right where they are. This is at the very core of the United Nations HeForShe campaign www.heforshe.org – a place where men can feel powerfully emboldened to be part of the movement and the solution.  

The strides governments are making are laudable, says Anne Githuku-Shongwe, Representative at the United Nations Women South Africa Multi-Country Office. However, the real work of gender equality has to continually happen in our communities, in our thinking, in our advertising and our perceptions of women. “That’s what the United Nations HeForShe campaign is all about,” she says. “Taking personal responsibility and change that will cascade into thought and community change.”  “With the advertising industry, we’ve created the Unstereotype Alliance, and we’re really challenging private companies who spend billions on advertising to make sure that every single advert that goes out does not stereotype or reinforce images of women as weak or as sexual objects, but actually promotes the image of the future that we really want, which is one where gender equality thrives,” explains Githuku-Shongwe. 

The Unstereotype Alliance is a thought and action platform which uses advertising as a force for good to drive positive change. It seeks to eradicate harmful gender-based stereotypes in all media and advertising content. Convened by UN Women, the Unstereotype Alliance contributes to empowering women in all their diversity (including race, class, age, ability, ethnicity, religion, sexuality, language and education) and addressing harmful masculinities to help create a gender equal world. 

The Loeries, the globally recognised awards for the advertising and communications industry across Africa and the Middle East, are Ally Members the Unstereotype Alliance. One aim is to engage with communications students through a dedicated Unstereotype Alliance and HeForShe Facebook Challenge http://bit.ly/2QLhbFL. “We really want students to engage themselves on the issue of stereotyping. If we can begin to impact on students who themselves are moving into this creative industry that shapes how we believe men and women should be in society, if we can start changing that, and every billboard that comes up, every ad that is on the table, imagine what that would do? A strong woman with a strong man, positive families. These are the images we want portrayed. And just one powerful ad can make such a difference.” “This is the kind of conversation that we want to have at Loeries Creative Week in August this year, with men who are not ashamed to promote feminism, and who can stand and be counted as a feminist.

We’ve got to impact everywhere there are influencers. Creatives are influencers, so if we can influence the influencers to influence the world, then we’re really influencing.” Anne Githuku-Shongwe explains that “in much of Africa and the Middle East, gender-based violence is normalised. It actually should be considered a state of emergency, the way you would deal with a cyclone or other disaster, because really there is a serious issue here. Rape in particular, and sexual violence, is prevalent in many countries, and it’s an area that really has to be dealt with because women will make progress in their education and in their economic advancements, but then they get into a situation of rape or some form of violence from a loved one, and all of that reverses,” she laments.  

Gender equality has to go far beyond just the number of women who sit in high positions, it has to translate to having actual impact on women’s lives. Economically, governments spend billions on procurements every year. “Barely one percent of that goes to towards women-owned businesses. Barely! And that’s a global average,” says Githuku-Shongwe.  “Just imagine if 50 percent of government procurement went to women-owned businesses? That would transform the world, because we know that women-owned businesses employ more people and impact on more people just because automatically they are households.

So the economic upliftment of women is not something to do just because it’s cute, it actually makes transformational economic sense. It’s good business actually. And it starts with changing the way women are viewed and treated.” Anne Githuku-Shongwe will be speaking at the Unstereotype Alliance Masterclass as part of Loeries Creative Week, 22-25 August. More info can be found at Loeries.com. 

Major Partners:      DStv Media Sales, Gearhouse               

Category Partners:     AB InBev, Barron, Brand South Africa, Facebook, Gagasi FM, Google, JCDecaux, Nando’s, Tsogo Sun, Vodacom, Woolworths               

Additional Partners and Official Suppliers:   AAA School of Advertising, Antalis South Africa, Aon South Africa, Backsberg, BEE Online, First   Source, Fresh RSVP Guest Logistics, Funk Productions, Gallo Images, Grid Worldwide, Hetzner,   Mama Creative, Newsclip, Paygate, Rocketseed, Shared Value Initiative, Shift Social Development,  Vega School, VQI Communications Nigeria               

Endorsed by:      Association of Communication and Design, Brand Council South Africa, Commercial Producers    Association, Creative Circle, EXCA, IAB, South African Institute of Architects, IID               

Official Media Partners       Bizcommunity.com, Book of Swag, Brand Communicator Nigeria, Business Insider by Pulse, Campaign Middle East, Film & Event Media, Modern Marketing,The Redzone.               Twitter: @loeries        Instagram: Loerieawards        Facebook: The Loeries         

Distributed on behalf of the  Loeries  by:      Riana Greenblo Communications Date: June 27 2019         For more information, interview requests or high-res images, please contact:        Riana Greenblo on 011 3256006; 0825675159 or This email address is being protected from spambots. You need JavaScript enabled to view it. McGloughlin on 0113256006 or This email address is being protected from spambots. You need JavaScript enabled to view it. (mornings only)   

- By Genesis Articles Global

Introduction  

Leading supplier of specialised Business Management (BMS) and Business Intelligence (BI) solutions    Lorge Consulting Services has done it again. The Midrand-based powerhouse service provider   celebrates yet another milestone achievement by successfully supplying and installing a turnkey software solution for a market leader with niche’-specific and intricately demanding operational needs. This time it was for none other than iconic Digital Signage Specialist, Ethniks.

About Client:  Ethniks  

Well, there’s a slim to zero chance that you haven’t directly or indirectly been exposed to Ethniks and their diverse range of innovative solutions. While you may not exactly know of them as “Ethniks, the Digital Signage Experts”, you’ve certainly come across their products and encountered their services on a frequent basis.  

For instance, they put a smile on so many faces at the many MacDonald’s franchises through the supply and maintenance of digital menus and other informative, alluring and high-tech signage. In other instances, they help you locate your favourite store in major malls and shopping centres through robust wayfinder technology. You will typically feel their presence at the likes of corporates, multinationals operating in a host of industries, banks - as well as public and private spaces that either rely on, or can be advanced by digital signage and similar products suited to divergent applications.  

Lorge mandated to deliver technologically adept solution for Ethniks  

In January of 2016 discussions ensued between Ethniks and Lorge. The primary focus was to identify and implement a solution that would effectively address a major logistic and operational area. This dealt with being able to equip field technicians to not only communicate more efficiently in terms of day-to-day tasks, but also execute such duties with greater ease. In other words, the solution needed to enable enhanced functionality and interactivity. This would be in lieu of delivering technical, support, customer related as well as internal requests with superior efficiency and superb accuracy while working in the field or on the move.  

The recommended solution  

As a platinum certified Sage partner for over two decades, Lorge is a preferred supplier and implementer of associated products including Sage 300. This in conjunction with a relevant and comprehensive CRM solution was proposed and accepted as the solution of choice. A crucial component of the solution installed by Lorge, involved mobile technology. This represented a groundbreaking leap for the already well-established digital signage giant. While the installation as well as sophisticated tools and technology used can be rather technical, in layman’s terms this meant that the field technicians would be able to receive repair and related instructions via their mobile devices. They would also be able to attend to specific changes and reparations remotely – all in real time. It is interesting to also note that Ethniks digital solutions are underpinned by satellite transmission, making their adaptability, dynamic nature and service support extremely stable and responsive. The installed system needed to factor this consideration into the product, installation, and after-sales requirements.  

CRM Product Manager at Lorge, Gustav du Plessis, Sage 300 Product Manager, Riekie Roux as well as Senior CRM Consultant, Glen Taylor, discussed the extent of the project as well as the intricate requirements for a successful installation. They confirmed that despite the complex nature of the implemented solution - which needed to be installed in a manner consistent with the high service-standards established by Lorge - the project rollout was seamlessly facilitated from March of 2016, with the system going live effective July 2016.                

Benefits to Ethniks  

In addition to the specific operational advantages of the above software solution, extensive system-wide benefits include considerable time-saving on previous processes - from quoting to technical updates executed. This naturally translates to improved technical and associated responsiveness, more effective communication, cost-savings in the medium to long term, minimised downtime, increased productivity, stronger customer service delivery and ultimately an improved top line.  

Spokesperson for Ethniks and company accountant, Jaco le Roux, also confirmed that the organisation is already experiencing the positive impact of the relatively new system. They remain firmly confident in the training, ongoing support and effectiveness of the new software solution provided by Lorge. He also indicated that Ethniks has just begun to scratch the surface so to speak of the vastly intelligent software solution and its extensive capabilities.              

To fully understand the solution delivered by Lorge it is worthwhile to consider the broad service and product offering of Ethniks in a little more detail. As a veteran of close on 30 years specialisation, Ethniks provides premium-quality infrastructure in conjunction with pioneering software and creative content integration - including customisation, implementation, technical and customer support. Products range all the way from general digital signage, to interactive information kiosks, to platforms suitable for employee training, solutions capable of interfacing with virtually any data source such as point-of-sale systems, others capable of integrating mobile friendly features like social media and much more. Furthermore, it’s no surprise that they deliver internationally acclaimed solutions, being partnered with SCALA software that power more than half a million screens in over one hundred countries.  

Lorge leads the way  

Lorge, as a multi-award winning organisation, is a preferred supplier and implementer of Sage X3, Sage 300, Sage CRM and Qlikview business and technology solutions in Africa. The company has implemented over 10 000 users across divergent economic sectors and is a trusted supplier for over 250 companies, more than a third of which are listed on the JSE Securities Exchange.  

Additionally, the Ethniks project symbolises a new chapter in the expanding specialisation of Lorge’s service capabilities. This is paramount in a technologically advancing era that demands solutions which are increasingly mobile-friendly, more robust and align to progressive business and end-user trends. The success of this project also paves the way for the digital marketing industry as a whole, notwithstanding other industries that provide innovative solutions for the modern consumer and rely heavily on field technicians.  

For further information on Sage 300, or to discuss your current enterprise needs, simply contact our Sales Department on 010 594 9800. 

Media Contact

This Press Release is proudly brought to you by communications specialists Genesis Articles on behalf of Lorge Consulting Services

Organisation: Genesis Articles Global - a division of Genesis Group

Website: www.genesisarticles.co.za 

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Contact person: Mark David Sing

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