week 9 concious capitalism - guy lieberman
TRANSCRIPT
• Keep Flying had an impact that went beyond our
expectations
• Through the World Cup, South Africans discovered our
beautiful flag
• We want to land the flag in a legacy project of huge
proportions
The Giant Flag is an opportunity to bring the
spirit that was kindled in our
national banner down
to Earth
To impact lives in a place where hope is low,
where poverty is high, and where the
flag can literally make a
difference
• Graaff-Reinet in the Camdeboo region of the Great
Karoo, is a town of 35,000
• Of the 29,000 that make up the Black and Coloured
communities, 50% are on social grants
• In the Camdeboo municipality, including Aberdeen and
Nieu Bethesda, unemployment is around 40%
• Highest Gini coefficient
• Graaff Reinet won the 2010 Kwêla /Rapport Dorp van
die Jaar (Town of the Year)
• Beautifully restored, vast natural surrounds and
archeological hotspots make it a sought after tourist
destination
• The Valley of Desolation viewpoint makes it a perfect
outlook over the site of the Giant Flag
• 66 hectares of land that make up the Giant Flag will
serve as a large scale regeneration project
• The 34 hectare tract of land surrounding the Giant
Flag will be regenerated through the planting of
Spekboom, indigenous medicine and food gardens
• Spekboom, the green part of the flag, is an indigenous
succulent - high capacity for carbon sequestration
• Spekboom planted on the remaining municipal land
ensures full ecological regeneration
• The 46 hectares of green, would sequester 200 tons of
CO2 annually
• The succulents would be rated on the following criteria:
– Indigenous (where possible)
– Colour
– Water wise
– Non-invasive
• The white part of the flag would be an access road for
walking, horse & cart and vehicle tours
• The black part, where the 4 MW solar array will partly
serve as a roof, will house:
Tourism Centre
Conference Venue
Boutique Hotel
SMME Hub
Production facility for SMME Hub
Nursery
Parking
• A large scale water harvesting design will be
integrated into the solar array, ensuring that the Giant
Flag is water independent
• Local labour, upskilled and trained
• 60% employed women - third higher than the national
standard
• In 24 months, over R7,5 million toward local labour
• Ongoing employment
• A Trust manages the Giant Flag
• New eco-tourist destination
• SMME business hub at site
• Flag honey
• Plant your own flag
• Tour guiding
• Algae industry
• Supported by a solar energy Power Purchase
Agreement
• DBSA funded the business plan
• ECDC financed EIA process
• Capital grant from the DBSA Green Fund
• Nedbank Foundation grant
• Google powering online global campaign with ad grant
• Toyota providing fleet of vehicles
• Princess Irene of Holland provided seed funds
• Support from local and district municipalities
• Small Projects IPP
• Carbon credit submission to UN
• DSTV as media partner
• Alliance with NMMU Innovation Lab
• Allegiance with Proudly South African and Tourism Ministry
• In-kind sponsorship from SA satellite company
Video treatment
• 100 episodes of weekly 1-minute documentary shorts,
for one year during the build phase of the Flag
• Character driven series—portraits linked through to the
Flag
• Tied to the social media campaign
Digital Campaign