SHARPENING THE AXE
As we near the end of May, I reflect on the work and the progress that me and team have made with the Budget 2025 process, inspired by the Moroccan proverb,
“There is no beauty but the beauty of action.”
This month has been busy, with many activities for my team as we worked on various communication projects. I never expected to lead the budget campaign process three times, which pushed us to adapt and innovate quickly. During a closed media briefing, a journalist asked a thought-provoking question:
What impact has this work had on National Treasury employees, who had to redo their tasks multiple times?
This made me think deeply about the expectations from different stakeholders. On a personal level, this month taught me about the importance [of] stakeholder relationship management. Every relationship requires maintenance with appropriate communication based on the needs and requirements of that relationship. My friends had views and expectations about the budget process, and they were expressive about them. It was such a wonderful journey to experience… a casual conversation will often end up with a comment on the budget process.
"The beauty about it is that – people are central to our work and gathering feedback from various voices is essential to enhance our efforts and understand different perspectives while managing a range of demands.”
It was interesting to notice that all those around me are interested in my work: some feedback was polite but driving the point whilst some was direct.
In a country, with an estimated population of 63 million—around 46.5 million of whom are adults—everyone has an expectation for our communication and information efforts to reach them.
As the Head of the Communications team, stakeholders expect action on their needs and requirements. It is not only sharing messages but what else are you doing and above all I must ensure that information is available in the twelve official languages. This task is complicated due to our limited resources. At least thirty-five languages are spoken in South Africa, with twelve official languages recognized. We continuously face challenges in making sure our messages reach everyone. Despite these challenges, our team has created a structured approach for effective stakeholder management. We work hard to translate our content into official languages and share it across various social media platforms, which are cost-effective ways to engage with citizens in an era of high expectations and limited financial resources.
Moreover, with UNESCO declaring 2022–2032 the International Decade of Indigenous Languages, promoting multilingualism and cultural preservation is now more urgent. However, the question remains: How can we support multilingualism when financial resources are scarce?
On my way back from Cape Town, I received three phone calls. One caller expressed frustration that budget information is too complex. Another pointed out that key details aren’t available in formats that residents of Langa, Gugulethu, Nyanga, and Khayelitsha can easily understand, where “Tsotsitaal”—a mix of Afrikaans, English, and various indigenous languages or “iscamtho”…“ringas” is commonly spoken.
The third call was from a friend traveling with her curious son, who had questions about the budget process.
Reflecting on these calls, I see the value in their questions. One important lesson is to ask for clarification when confused. In response to the first question, I explained that our communications team produces a simplified document outlining the budget process – People’s Guide; it is available online in all 11 official languages and breaks down complex information into simpler terms.
Addressing the concern regarding “Tsotsitaal” will need cooperation from multiple stakeholders to ensure the correct terms are used in formal contexts. Lastly, I felt like a star in my friend’s son’s eyes as I answered their questions, sharing insights from the information we provide.
I also received positive feedback about the quality of materials created by the communications team during all three campaigns.
As the saying goes, “umuntu ngumuntu ngabantu” (a person is a person through other people). The feedback has enriched me. We wouldn’t have received praises if we had not listened to stakeholder feedback, which has helped us do our best with fewer resources.
As we continue to improve, the public can be pleased that, as part of the fiscal reforms mentioned on page 9 of the National Treasury Budget 21 May 2025 (Budget overview), “government is also reviewing the budget process and developing a framework for public participation.”
This shows a commitment to enhancing access and understanding.
As we celebrate Africa Month, I draw strength from the Moroccan proverb, “There is no beauty but the beauty of action.”
The constructive feedback we have received is valuable, and we are dedicated to improving access to budget information, encouraging a more informed and engaged citizenry.
In the end it is indeed “the beauty of action.”