Jabu Newman’s latest campaign #ForeverWena is an unashamed, unafraid story about sexual health and choice. Cementing her reputation as a director who is fluent in speaking to the youth, Jabu has crafted a portrait of South Africa’s Gen Zs that feels unique, personal and genuine. Showcasing a stunning range of sexuality and sexual exploration, the campaign #ForeverWena is a celebration of sexual diversity with zero judgement or shame, AMEN!

Jabu worked alongside the Ogilvy South Africa team with editing by Left Post and music by Tiger Fight to bring the #ForeverWena campaign to life. Chief Creative Officer, Kabelo Moshapalo says, ‘The #ForeverWena film flips the script on traditional PSA narratives, targeting a Gen Z crowd notorious for tuning out. Jabu’s dynamic and modern storytelling injects vibrant, relatable energy, making important messages digestible through slick visual motifs and performances. It’s a fresh, immersive watch every time.’

Watch the commercial below:

Director Jabu Newman

IDIDTHAT: Tell us about your intention behind the #ForeverWena campaign?

Jabu: In the past, HIV and AIDS campaigns often relied on scare tactics, but there’s been a significant shift. Now, it’s crucial to convey the message that HIV is no longer a death sentence; significant advancements in medical treatments have made it possible to effectively manage the virus. Therefore allowing individuals to live long and healthy lives. This messaging is paramount. Equally important is understanding our audience – Gen Z is much more open to discussing sex, desire, and passion, but they may not be aware of all the options available for maintaining their sexual health. I aimed for this campaign to resonate with them in their own language, emphasising how simple and essential it is to incorporate sexual health into their lifestyle. Just as they prioritise their mental and physical well-being, caring for their sexual health should be routine. The core message I wanted to convey is that by prioritising self-care, individuals can inspire others to do the same, thus contributing to collective well-being.

IDIDTHAT: These commercials aimed at Gen Z’s just keep coming your way and you’re hitting them out the park. What’s your secret to talking to this audience?

Jabu: The Gen Z audience is perceptive and socially aware. They see through pretence as quickly as they scroll through TikTok, and it’s essential to connect with them on their terms – never talking down or being condescending. Both the agency and client showed great respect and trust in myself, the team, and the cast. They understood that this perspective couldn’t come from an outsider; it had to be someone who truly comprehends and respects this demographic. This is the kind of work I strive to create – centred around South African youth culture and committed to authenticity.

It was crucial for our films to showcase the full spectrum of sexual health choices, from love and romance to the more intense aspects of sexuality like desire, passion, and sexual exploration. However, we also recognised the importance of acknowledging the older audience – parents and elders who play a significant role in shaping the narrative around youth decisions. While our approach was honest, we maintained a sense of tactfulness, avoiding sensationalism or gratuitousness.