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Rather hands on than hands off

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In the days of social media where most devices are hand-held, there is no intimacy with hands off street campaigners

Sello Matsie

SIR – THE HANDS OFF campaign is now very outdated and might just be what the campaign theme means, they are literally hands off. In the days of social media where most devices are hand-held, there is no intimacy with hands off street campaigners.

The advent of Facebook, Twitter, WhatsApp and other applications provide for immediate access and connection. With the fall of traditional newspapers, the old television and phones, so are some of the old campaign planning methods, especially when they are for political expediency.

In a country that has daily protests, the hands off campaign has become a needle in a haystack. Who cares, we are all trying to keep afloat. Just on a single day, the target audience for a hands off campaign must compete with Zondo, Mokgoro, Agrizzi, Zuma, Eskom load shedding, school viral videos and many impromptu breaking news events.

Moyane’s loss at the Constitutional Court was hallowed by the crippling load shedding crisis. In the end, while those holding the placards may but just be wishing that you actually fail, the hands off campaign is no guarantee of success.

In a country with more smartphones that the entire population of our neighbouring countries, it’s important to rethink the hands off campaign and embrace the social media world.

It’s a bit naive to think that the electorate can’t see through some of the actions of the patrons of hands off, they are much wiser and more knowledgeable that the campaign planners could imagine.

Rather than hands off, let it be hands on and win the hearts and minds of the targeted audience

Sello Matsie

(writing in his personal capacity)