Everyone has a story. Some unfold quietly — not in headlines, but in the everyday choices that speak volumes. In the courage it takes to ask for help. In a loan repaid ahead of schedule, even when it meant going without. In a side hustle that begins with uncertainty but grows into something generational. In resilience passed down, and dreams quietly rising — one determined step at a time.

These are the stories that too often go unseen. Yet across South Africa, they’re everywhere — a testament to the strength and creativity of a country in  motion.

Absa today officially launches #WeSeeYourStory brand campaign — a bold new brand movement that puts the real journeys of South Africans at the centre of how the bank connects, serves, partners and grows alongside its customers. From dreams and ambitions to everyday acts of resilience, this campaign celebrates the untold stories that shape who we are.

Building on the emotional foundations of #YourStoryMatters introduced in 2024, this next peeling of what it means shifts from recognition to action — seeing every story not just as something to acknowledge, but as a powerful opportunity for progress, empowerment, and meaningful investment. The campaign not only ignites, evokes or unearthes the realities of our customers. It also shows how Absa through its products and services, responds in equal weight to these realities.

According to industry research, 82% of young African professionals believe banks don’t understand non-traditional career paths, particularly in the gig economy. 67% percent of South Africans — across all income levels — run out of money before month-end. These aren’t just statistics; they’re lived realities. And they call for a new kind of banking — one that sees the person behind the profile.

“We are proud to deepen our commitment to authentic, human-centred storytelling with the launch of our latest brand campaign, #WeSeeYourStory,” said Sydney Nhlanhla Mbhele, Absa Group Chief Marketing and Corporate Affairs Officer. “Building on the momentum of Your Story Matters, this campaign reflects our belief that every customer journey is more than a series of transactions — it’s a story of resilience, ambition, and potential. Through #WeSeeYourStory, we are championing a bold and empathetic shift in banking, one that recognises the humanity behind every financial decision.”

Untold Stories: Everyday Voices at the Heart of the Campaign

At the heart of #WeSeeYourStory is a community of storytellers — everyday South Africans whose real journeys capture the spirit of modern resilience, ambition, and creativity. These are not celebrities or characters — they are people living the realities that define our time.

From a young filmmaker using his voice to stand against gender-based violence, to a dynamic businesswoman balancing entrepreneurship and motherhood, to twin brothers building generational wealth, and content creators fuelling South Africa’s digital economy — these are the stories that are often overlooked, but always powerful.

Through short films, digital storytelling, gallery-style installations, and live moments, Untold Stories brings these narratives to life — reminding us that every dream deserves to be seen, heard, and supported.

Welcome to Absa’s ‘Red Week’ A celebration of the stories that move us — through art, movement, community and music.

Red Week begins with the unveiling of #WeSeeYourStory — a national moment where storytellers step into the spotlight through bold billboards, media takeovers, and a curated gallery installation that brings their journeys to life. We then move into motion — with stories told on the streets, through running shoes and city energy, as Absa joins the spirit of movement with Run Your City, celebrating resilience and community impact at every step.

From there, the focus turns to our Force for Good — spotlighting the power of agriculture, innovation, and inclusive growth, including a visit to a standout community farm supported by a South African entrepreneur whose app connects local farmers directly to buyers, streamlining the agricultural supply chain and transforming how food systems work.

The week culminates with Absa’s continued support for the arts — from soulful jazz to powerful conversations — bringing together voices across music, sport and culture to honour the richness of African creativity and ambition.

Because Red Week isn’t just a campaign moment. It’s a living expression of the belief that every story matters — and deserves to be seen.

More Than a Campaign — A New Way Forward

#WeSeeYourStory is more than just a campaign. It reflects a shift in how Absa engages with the real lives behind its products and platforms. It’s about recognising — and backing — the street vendor putting a child through school, the gig worker carving out space in the economy, and the first-time homeowner walking through a new front door.

That commitment is not symbolic — it’s strategic. Over 237,000 young people have already transitioned from learning to earning through ReadytoWork, Absa’s free career platform. R6.9 billion has been invested in women-led businesses. Absa has also been named South Africa’s Best Bank for SMEs by Euromoney — recognition of its sustained support for entrepreneurship and inclusive growth.

As a digitally powered brand, Absa is reimagining how stories are told — and heard. The campaign uses AI and real-time content tools to reflect what’s happening in communities across South Africa, in the moment. From location-aware billboards to dynamic digital storytelling, the brand is showing up where life is lived — and proving that it listens.

Because there’s more than one side to who we all are. You’re not just a number, a job title, or a role society assigns you — you have dreams, passions, and untold motivations that shape your journey. Absa sees these stories. That’s why the bank looks beyond bank balances and credit scores — to the stories told and untold, because that’s where real opportunity lives.

To real life and untold stories.
We see your story. It inspires us. Because your story matters.
#WeSeeYourStory