14 May 2019

South Africa: White Anxiety and the Rise of the Freedom Front Plus

analysis

The FF+ slogan, 'Slaan Terug' (Fight Back), and its media managers' digital and physical campaigns in the party's green, orange and white posters, which mimic the colours of the old Afrikaner republic 'Vierkleur' - four-colour flag - saw its election plans fly. The party hurt the DA's ambitious campaign to win three provinces - but, as one observer notes, most Afrikaners still voted DA.

"Everywhere we went, we heard the same thing. People were saying, 'Jissus! It's Eskom, it's crime, it must stop and someone must say 'Enough is enough'," says Freedom Front Plus spokesperson Pieter Swart.

"So our dilemma was, 'how do you put that into words? Was it 'Trek 'n streep' (Draw a line); 'Stop dit hier' (It stops here); Genoeg is genoeg (Enough is enough)? In the end, 'Slaan terug' (Fight back) was the right message (even though) we didn't want to use an old DA slogan," says Swart.

And so, the slogan "Slaan Terug", was born. The party's media managers created digital and physical campaigns in the party's green, orange and white posters which mimic the colours of the old Afrikaner republic "Vierkleur" - four-colour flag - and then its election plans flew. The FF+ made...

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