South Africa boasts a rich and diverse cultural and artistic heritage. This has evolved over centuries and has been shaped by events, experiences and the attitude and the soul of its people. The heritage of any country is unique, and, in a healthy society, is a source of national unity and pride.
The development of arts and culture in all its textures and hues forms an important part of the country’s history, reflecting social, moral, political, cultural and religious attitudes. It is critical for the youth, allowing them to channel their energy into a creative endeavour, with the spin-offs of learning about their culture, developing self-confidence, instilling passion and respect, and continuing an art form that will live on for the next generation.
“Our cultural diversity has, in the past, been used to create divisions, thus depriving many South Africans of the opportunity and pleasure of understanding and appreciating cultures different from their own,” says Greg Garden, General Manager: Nedbank Marketing.
“Nedbank determined to address those issues through the facilitation of cultural and artistic projects that celebrate diversity and the wealth of oft-untapped artistic talent in our people.”
It was through this determination that the Arts & Culture Trust was initiated by Nedbank.
Following the mutual benefit marketing success of The Green Trust, established in 1990 by Nedbank and the World Wide Fund for Nature South Africa, Nedbank and Sun International founded the Arts & Culture Trust in 1994. To provide ongoing and sustainable funding for the trust, Nedbank developed a range of Nedbank Arts banking products cheque books, credit cards and savings accounts.
Through Nedbank Arts clients’ use of these specialised banking products, Nedbank has been able to donate millions of rands on its Nedbank Arts clients’ behalf to the trust.
“No artist should be denied the gratuity of work and the dignity of earning a living,” says Garden.
“It should, however, be em- phasised that we don’t do this
as a charity handout, or because we simply have a big heart,” continues Garden.
“Sponsorship of, and investment in, arts and culture initiatives is driven by the bottom line. We are a business and in order for us to remain successful we need something in return. In doing so, we also feel it our responsibility to put money back into our country, its people and its resources.”
Nedbank’s emphasis on sustainability and good business practice has earned the bank respect. Nedbank works hard to create lasting business relationships, resulting in win-win situations that not only satisfy the bottom line, but also empower the people and projects it supports.
“We believe in an integrated approach that emphasises partnerships, synergies, feedback and mutual benefit. This is why the Nedbank Arts banking products are important to us, and will continue to be the focus of marketing sponsorships in the future.”
By combining lifestyle choices, personal interests and the provision of associated banking products, the Nedbank Arts programme has a tangible impact on people’s lives through educating, entertaining and inspiring them.
Regular newsletters, a multi-level interactive website, value-added client benefits, new card designs and e-mail updates combine to give clients a positive lifestyle experience based on their conscious choice of supporting their passion for the arts.
Nedbank is committed and determined to play its part in shaping, supporting and showcasing South Africa’s cultural heritage, affording all South Africans the opportunity and pleasure of appreciating cultures different from their own through a plethora of art forms. With the support of its Nedbank Arts clients, and working with the Arts & Culture Trust, this innovative bank can only succeed in its goal.
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