Qina Ndoda

OMO Launches #QinaNdoda Campaign to Celebrate South African Men Who Are Not Afraid To Get Dirty

International research shows that 60 to 80% of men believe that men should be doing more household and laundry roles. Similarly, at least 60% of men in South Africa say they split the laundry and cleaning equally with another member of their household. However many men in South Africa feel that there are no brands suited for them.

In a bold move to shatter traditional stereotypes and provide a solution to this concern raised by SA men, OMO, a pioneer in the laundry category, introduces the #QinaNdoda campaign. This inspiring initiative aims to celebrate and embolden men who are continuously striving to redefine masculinity by taking active roles in the household and personal grooming.

The #QinaNdoda campaign aims to celebrate men who are gamechangers and unbeatable in their industries. These men recognise that being unbeatable by definition means winning in their careers, with their life choices and at home. They challenge the norms by sharing household responsibilities and prioritising their own grooming needs. They are not only partners in their homes but also champions of change in their communities.

"By also stepping up at home, these men are stepping forward in society," said Portia Gumede, Marketing Manager OMO South Africa. "They're showing that the strength of a man includes taking care of his home, his family, and himself."

OMO is collaborating with leading men who exemplify the counter-stereotypical man spirit, such as Thembinkosi Mthembu, Muzi Mthabela, Khuzani Mpungose, J Something to name a few. Through their personal engaging stories and powerful visuals, these partnerships will highlight the everyday men who embody the #QinaNdoda #UnbeatableMan ethos.

The campaign will feature real stories of men who are getting their hands dirty and making a difference, from fathers who balance work and home life to single men who embrace both chores and the pursuit of personal wellness. These stories aim to inspire more men to begin to embrace this inclusive view of masculinity, fostering a culture where everyone shares equally in shaping a harmonious home life.

As part of the campaign, OMO will also showcase how its product range is designed to meet the needs of modern men, supporting them in their daily routines and empowering them with confidence to tackle both their professional and personal lives.

Competition Time

To further amplify the impact of the #QinaNdoda campaign, OMO is launching a five month competition that rewards consumers for participating in the movement. By purchasing OMO 1kg or 2kg washing powder plus any Shield or Vaseline product and sending a copy of their till slip via WhatsApp to 068 847 5282 to participate, customers will win an instant reward of R5 airtime for their first purchase and there after each entry unlocks the chance to win R10k building voucher, DSTV Premiership soccer game tickets, R500 grocery shopping vouchers and many more. The grand prize is a car worth R500k!**T&Cs Apply

"OMO is proud to spearhead this cultural shift, with #QinaNdoda, we are not just launching a campaign but igniting a movement. A movement that honours #UnbeatableMan of South Africa who embody the unbeatable attributes of OMO. This campaign resonates with the brand's core values of being 'unbeatable with OMO'," Gumede concludes.