As South Africa commemorates Youth Month, Absa has stepped forward with a dynamic campaign designed to celebrate, empower, and invest in the country’s next generation of leaders, creators, and entrepreneurs. Beyond slogans, the bank’s commitment is anchored in tangible programmes and initiatives that address entrepreneurship, digital literacy, financial education, and creative expression.
Candice Thurston, Managing Executive: Brand and Marketing for Absa Group, reinforced this ethos, stating, “Youth Month is not just a calendar moment for us. It’s a reflection of our long-standing commitment to see, support, and invest in young South Africans.”
The centrepiece of Absa’s 2025 campaign is its headline partnership with RedFest 2025, Johannesburg’s annual youth arts and culture showcase hosted by Redhill School from 13 to 16 June 2025. The festival draws thousands of attendees, creating a high-energy environment where young people are celebrated not merely as participants but as drivers of culture and industry.
Festival highlights include:
- A reimagined Village on Oval social hub, curated by Absa, offering live music, artisanal market stalls, and cosy fire pits.
- A Spin & Win competition featuring CashSend vouchers, Takealot gift cards, and Absa-branded winter merchandise.
- A platform for three youth entrepreneurs from the YAEI x Absa Youth Entrepreneurship Development Programme to trade and showcase their ventures:
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- Eledi Home by Ellen
- Ilanga Coils by Nomusa
- Fibonacci Design by Katlego
Each will be equipped with branded stalls, gazebos, and direct access to over 7,000 festival-goers, a critical exposure opportunity in a consumer-facing, arts-rich environment.
In a nod to emerging visual arts, Absa will also debut an original installation by youth artist Alpheus Ngoepe, affiliated with the Absa L’Atelier programme. Ngoepe’s multidisciplinary work—exploring urban identity and social commentary—will be available for purchase, with 100% of proceeds supporting the artist directly.
Culminating the celebrations, YouthFest on 16 June will spotlight South Africa’s finest school-based talent in choir, marimba, orchestra, and dramatic arts performances. Absa’s support ensures these young artists perform on a national stage, bringing unseen, often overlooked voices to the fore.
“RedFest isn’t just entertainment. It’s empowerment,” says Thurston. “It’s where young people step into the spotlight because they have something to say. That’s the spirit of Youth Month. That’s what We See Your Story is all about.”
Tickets for RedFest2025 are priced at R250 via TicketPro. The full programme is available at www.redhillartsfestival.co.za. Join the conversation online at #RedFest2025 #WeSeeYourStory #YourStoryMatters.