Debswana 50th Commemoration

By Rachel Mothibatsela | Dec 17, 2020

In 2019, Debswana Diamond Company celebrated 50 years of mining diamonds in Botswana. An internal and external campaign was developed with the key objective of repositioning and instilling a sense of pride in the Debswana brand and drive a celebratory mood among employees and external stakeholders. The internal campaign was driven through the tagline, “I WAS, I AM, I WILL,” which aimed to highlight the significance of the Debswana brand in the past, the present and the future of its employees. The external campaign was driven through the tagline “50 Years of Enriching the Nation,” which showcased and celebrated the significant role that Debswana has played in the development of the country over the past 50 years. A campaign like this for an organization like Debswana cannot create more business; thus, it was aimed at impacting on the yearly employee engagement survey key performance indicator and the public perception of the citizens. As such, a target of 90% engagement and at least 75% positive public opinion concerning the value added by Debswana was set. The 2017 communication audit results were used as a baseline for the communication strategy.

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