GABORONE - Batswana have been urged to own the national identity programme as it belongs to all and has been developed to bring the nation together.
Speaking during official launch of the Botswana brand public education campaign at the Gaborone bus rank on Friday, President Lt Gen.Seretse Khama Ian Khama urged Batswana to be part of the journey of bringing the brand to life.
The brand's tagline is: Botswana, our pride, your destination.
The President said, as the custodian of the nation brand initiative, Botswana Export Development and Investment Authority (BEDIA) had a challenging yet exhilarating task of educating the public about the brand.
Lt Gen. Khama said the public education campaign was a journey targeting 100 locations across the country.
A roving truck, drama as well as song and dance troupes will be used to convey messages about why it would be important for Batswana to be active in the national identity programme. He said the educational campaign will be implemented in stages and will run until 2011.
He said the brand campaign provided an opportunity to all to get answers to some of their pressing questions about the programme, to get clarity and more in-depth understanding about the pride mark and what the different elements of the logo represented.
The President urged Batswana to ask questions about how the pride mark should be used and how it would help to make Botswana.
Minister of Trade and Industry, Ms Dorcas Makgato-Malesu said Batswana referred to the brand logo as the pride mark in acknowledgement of the fact that one of the purposes of creating it, was to galvanise Batswana around a single identity and instill a greater sense of pride about Botswana.
She said since the launch, the pride mark had attracted a lot of attention and generated vigorous debates across society adding that she expected the debates to intensify as the nation learns more about the national identity programme.
Ms Makgato-Malesu said it will take some time for some people to understand benefits of having such a programme and implored all to actively participate in Brand Botswana activities. BOPA