The campaign aims to spotlight Faldela WIlliams, Dr Maria WIlman, Bettie Cilliers-Barnard, Nokutela Mdima-Dube and Dolly Rathebe, women who Allan Gray says have used the "seat" they occupied to achieve something impactful. Their stories are told through the 'A Seat at the Table' which can be seen on LinkedIn and Instagram for the month of August.

"The campaign uses the power of narrative to encourage every woman to recognise that influence is not defined by title nor position, and that even the most ordinary seats can be used to do extraordinary things," says Zwelethu Nkosi, Head of Group Marketing at Allan Gray.

"The featured stories are a reminder that history is often shaped not only by those in the spotlight, but also by individuals whose contributions quietly empower generations that follow," adds Nkosi.

The Story Behind 'A Seat at the Table'

The first iteration of the campaign in 2025, created in conjunction with Accenture Song, was in the form of an installation, which featured a series of chairs representing different eras in South African history, each linked to a woman whose work has aimed to help shape the country's social, political and economic landscape, says the company.

Drawing on figures such as the women who marched to the Union Buildings in 1956, the installation aimed to use the symbolism of the seat to honour women who challenged exclusion and expanded opportunity for those who followed.

The installation was the only South African campaign to win a highly coveted D&AD Pencil award in 2026, which is an international competition that recognises storytelling work through design, says the company.

Nkosi says that the idea of the campaign was inspired by the late Gillian Gray, Co-Founder of Allan & Gill Gray Foundation, alongside her husband Allan W B Gray, who founded Allan Gray Proprietary Limited.

"Mrs Gray empowered the people around her and it was important to honour her in a way that captured her personality and the impact of her philanthropy," says Nkosi.

The idea solidified and 'A Seat at the Table' was created with the aim to showcase the depth and breadth of women across all walks of life in South Africa, adds the company.

"When the opportunity came to do a Women's Day campaign, I recognised that we had a chance to shed light on the courage, bravery and leadership that the women of 1956 showed," says Nkosi. "It is my hope that this campaign is used not only as a reflection, but also for introspection — to think about the seats we occupy and how we use them."

Using the Power of Narrative to Spark Conversation

The 2026 social media campaign tells the stories of remarkable women in a way that reflects Allan Gray's storytelling style, grounded in human truths and compelling narratives.

"We approach each advertising campaign as an opportunity to move conversations around values forward in a meaningful and thought-provoking manner. We believe values never go out of style, and that our advertising campaigns will impart powerful messages for generations to come," says Nkosi. 

Over the past two decades, Allan Gray's advertising campaigns have aimed to explore territories such as the inherent power in human potential, the value of time, the courage of one's convictions, the importance of commitment and the virtuous aspects of exercising patience — attributes and values that are, according to Nkosi, relevant and much needed in today's world.

Going Beyond Calendar Days to Tell Important Stories  

"Brands can play a significant role, through storytelling, to shape the dialogue around key historical moments and day-to-day issues alike. Storytelling does not need to be confined to milestones or calendar days," Nkosi notes, adding that women need to recognise that it is up to them to share their stories.

"Every woman's story has the power to leave an indelible mark. But if those stories are to be known, celebrated and remembered, we need to find our voices and use them," concludes Nkosi. "Ultimately, it is up to our generation to determine the legacy we leave for those who follow. What will we be remembered for, and will we be proud of the contribution we made? These are the conversations we need to start having."

For more information, visit www.allangray.co.za. You can also follow Allan Gray on Facebook, LinkedIn, or on Instagram.

*Image courtesy of contributor