The Department of Arts and Culture calls on South Africans to mark Freedom Friday with a SELFIE, showing their national pride.

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10 Apr 2014

The Department of Arts and Culture is calling on South Africans to mark this Freedom Friday with a SELFIE that shows them wearing anything that makes them feel proudly South African.

“We have reason to celebrate our achievements since1994. Our country still faces challenges, but together we can work towards a shared and prosperous future. With less than two weeks to go before the 27th of April 2014, as part of the celebration, let us wear and show off our pride in being South African,” Arts and Culture Minister Paul Mashatile said.

People are encouraged to show their pride, wear their colours, take a selfie and upload it to social media using the hashtag #FreedomFridaySelfie and/or #20YOFSelfie.

Freedom Fridays forms part of the build-up programme towards the twentieth anniversary celebrations of our freedom and democracy, on 27 April 2014.

Every Friday, people are encouraged to wear anything that expresses their national pride; including the flag, the jerseys of their favourite national sporting teams or anything that reflects our unity as a nation.

The campaign is a partnership between the Department of Arts and Culture, Lead SA, Government Communication and information Systems (GCIS), Proudly SA and Brand South Africa.

"Lead SA calls on the nation to support this initiative, the Freedom Friday campaign is a powerful platform for us all. Together, we can make a difference," urged Lead SA's Yusuf Abramjee.

The Freedom Friday initiative also aims to promote and deepen social cohesion and nation building.

"The Freedom Friday selfie initiative is an outstanding platform for proud South Africans to express their pride and love for our beautiful country and all who live in it. Great strides have been made over the past 20 years and it's important for all of us to unite and collectively celebrate. We support the call for everyone to wear their SA colours with pride each Friday," added Leslie Sedibe, CEO of Proudly South African.

Launching Freedom Month earlier this month, Mashatile said the Government wanted to jointly celebrate our achievements, own-up to the remaining challenges and commit to working together towards a shared and prosperous future.

“Our programmes are geared at reminding South Africans, especially young people, of where we come from as a nation; that our freedom was not free and that we have an obligation to defend it jealously," he concluded.

The public can use a mix of social media sites to share their stories and thoughts on the last two decades of democracy:

Twitter: @20_yof and @ArtsCultureSA
Enquiries: Mogomotsi Mogodiri:, 071 687 4984

Please credit Lungelo Mbulwana (Photographer) when using the attached image, capturing Minister Mashatile preparing for his Freedom Friday Selfie