Johannesburg Calls on the World with New ‘Babize Bonke’ Campaign Ahead of G20

G20 Summit set to place Johannesburg in the global spotlight this November, the Jozi My Jozi has unveiled a bold new creative campaign, Babize Bonke, to showcase the resilience, culture, and spirit of its people.

Launched on Thursday night along Main Street in the inner city, the campaign whose name translates to “call everyone” shines a light on local champions reshaping Johannesburg from the ground up. Their stories are told through eight short films directed by Justice Mukheli, capturing the energy, creativity, and determination of residents who are quietly transforming their city.

“These films celebrate the dreamers, the believers, and the achievers who keep this city alive,” said creative director Melusi Mhlungu, who returned to South Africa after a successful advertising career in the United States to help build the Jozi My Jozi brand. “Working on this project reminded us that Jozi is home to truly remarkable people. Meeting them and telling their stories has been a privilege.”

Jozi My Jozi, the movement behind the campaign, is not a single organisation but a collaborative effort involving residents, businesses, creatives, and government. Describing itself as a “coalition of the doing,” it aims to reimagine and regenerate Johannesburg’s inner city through initiatives that range from improving safety and public lighting to supporting commerce, education, arts, culture, tourism, and transport. Major partners include Anglo American, Standard Bank, Nando’s, Wits University, Microsoft, Absa, Nedbank, and Altron.

For Robbie Brozin, Nando’s co-founder and a director of Jozi My Jozi, the campaign is a rallying cry at a pivotal moment. “We need to ensure that the G20 is a stepping-stone to a brighter future for the city,” he said at the launch. “It is fitting that we are doing this in the heart of Jozi the place we love, the place that proves our resilience.”

Jozi My Jozi CEO Bea Swanepoel added that the campaign is both a showcase and an invitation. “As the world convenes on our streets later this year, we call on everyone to see the heart of Jozi, where every corner and every street have a story to tell. This is Jozi’s moment to shine and show the world who we are: a city that is alive, ready, and rising.”