30th Anniversary Of Nelson Mandela’s Release From Prison To Be Marked With The Launch Of Mandela Freedom Project

The Freedom Project is a unifying global initiative to advance what Mandela called “freedom to be free,” with the goal of creating a global platform for conversation, understanding, and action that fosters freedom in all walks of life.

Working with strategic partners and a focus on targeted geographic locations beginning with the three cradles of modern freedom movements – South Africa, the United States and India – the project will activate global networks, live events, and public action in response to Mandela’s call.

“Freedom in 2020 has taken on a new meaning,” said Maki Mandela, Mandela’s daughter and Chairman of the House of Mandela. “It’s disruptive and very much alive but it’s also being challenged by a new breed of leaders who don’t see the need in honoring its principal basis of being universal and generally accepted as a human right. As a family we join millions around the world to define a new chapter of Freedom, one built on trust, understanding and unity.”

Coinciding with the House of Mandela’s mission to facilitate conversations and actions on important social topics, such as racism, gender equality, mental health, food security and social justice, The Freedom Project will leverage on the power of global unity to focus on freedom and what it represents to the world today.

Mandela Media, a joint venture between advertising agency DMA United and Nelson Mandela’s family, will be supporting The Mandela Freedom Project campaign through scripted and unscripted original content, limited-edition merchandise as well as the live event activations.

For inquiries: Marc Beckman, DMA United, marc@dmaunited.com, 212.334.3168

Distributed by African Media Agency (AMA) on behalf of House of Mandela and DMA United.

About House of Mandela

The House of Mandela is the organization through which the proud descendants of the late Nelson Mandela preserve the history and legacy of the family name and continue his work towards unity and compassion across global races, religions, and genders. House of Mandela seeks to improve the lives of Africa’s poverty-stricken communities and globally advocate for social issues that affect African communities through funding development organizations and charities.

About DMA United

DMA United is an award-winning advertising agency which provides its clients with new business venture development and commercial services. DMA United’s Poly-Cultural Platform positions the agency at the center of style & design. DMA United’s clients include Karl Lagerfeld, Barneys New York, NBA, Wynton Marsalis, Pepsi, and Puma.