GLM TEAM 
The Real Economy is a pan-African movement recognising the people and work that we don’t always notice, but can’t live without.
It shines a light on single mothers, housekeepers, security guards, teachers, caregivers — the glue that holds society together. By valuing care work, safety and women’s financial inclusion, the campaign argues we can redefine what drives Africa’s growth and prosperity.
As South Africa holds the G20 Presidency and hosts the Women 20 (W20) anniversary, the G20’s official forum on gender equality and women’s economic empowerment; a clear message is gaining momentum: Care is Capital. The Real Economy Campaign is urging leaders to place care, safety and financial inclusion at the centre of economic planning and to adopt the Johannesburg Goals — ambitious W20 targets to cut gender gaps in employment, pay and unpaid care by 35% by 2035. Securing these commitments in this year’s G20 Leaders’ Declaration would make care a cornerstone of global economic decision-making and reshape how prosperity is measured. Reframing Recognition At its core, The Real Economy reframes what creates resilience and growth. It argues that ignoring care work is an economic risk Africa can no longer afford. In a world unsettled by trade wars, fractured markets and climate crisis, prosperity depends on three interlinked pillars:
● Care work — both paid and unpaid — sustaining families and communities
● Safety — essential for everyone to participate fully in the economy
● Financial inclusion — giving women control over resources to drive growth and stability
Faces of the Real Economy
At the cultural heart of the campaign is Faces of the Real Economy, a striking photographic and film series by acclaimed photographer Tatenda Chidora. The collection features fifteen women and men whose unseen work remains a vital force in our communities and economies, it pays tribute to those who form the quiet backbone of our society — the unseen custodians of care whose steadfast work holds together households, families and communities. At its centre are the caregivers so often overlooked: the nanny who journeys across the city to nurture another’s children, the domestic worker who begins before dawn, the teacher shaping minds and futures, the nurse offering both skill and solace. Their stories affirm that care is not simply kindness, but labour of profound social and economic value — work that merits dignity, respect and fair remuneration. This campaign illuminates the human infrastructure on which resilient families, thriving communities and sustainable economies are built.
Each portrait is styled as a high-end magazine cover and paired with intimate film storytelling, reclaiming public space for the women who hold society together and challenging long-held ideas of whose work counts as economic value.
● Miriam Malope – Experienced professional nanny creating safe, nurturing environments for children.
● Desiree Nontuthuko Mfeka – Skilled and trusted domestic worker keeping homes organised and families supported.
● Dr. Katlego Lekalakala – Trailblazer in healthcare and passionate advocate for women’s health, blending medical expertise with education and communication.
● Tshwarelo Geraldine Mkhabela – Award-winning teacher and literacy advocate transforming education opportunities for children in under-resourced communities.
● Kirsty Engelbrecht – Dedicated registered nurse committed to patient-centred care and clinical excellence.
● Candice Chirwa – Dynamic speaker and author, normalising menstrual health education across Africa to keep girls in school.
● Sam Gqomo – Award-winning social entrepreneur and communications specialist; founder of the Womandla Foundation advancing women’s empowerment.
● Siv Ngesi – Multi-award-winning actor, producer and activist confronting gender-based violence and promoting male allyship.
● Desiree Ellis – Former captain of Banyana Banyana and award-winning coach empowering girls through football.
● Neo Mofokeng – Humanitarian and entrepreneurship advocate; amplifies young women’s voices in STEM and enterprise development.
● Thami Mankenkeza – Founder of Wheels of Change, supporting people with disabilities to participate fully in the economy.
● Mogale Mohale – Fitness and lifestyle content creator, entrepreneur and conference leader empowering purpose-driven living.
● Prof. Narnia Bohler-Muller – Head of Delegation and Chair for W20 South Africa (W20SA), championing governance, social justice and gender equality in policy
● Nicolette Mashile – Leading financial educator and entrepreneur helping women reclaim financial power and build generational wealth.
● Nolo Mokoena – Serial entrepreneur and youth specialist driving climate justice, green jobs and intergenerational leadership across Africa.
Narrative Power and Leadership
The campaign is led by Crtve Development (CD), a pan-African advocacy and storytelling organisation shaping narratives that drive systemic change. Under the leadership of Dr. Okito Wedi, a medical doctor and policy specialist with over 15 years of experience spanning health security, climate change, gender and economic justice, and global finance reform, CD has influenced policy, shifted perceptions and created inclusive opportunities for marginalised communities. With a reach of more than 500 million Africans, CD serves as the official narrative partner to the W20 during South Africa’s G20 Presidency.
“For too long, care has been treated as a moral duty rather than an economic imperative,” says Dr Wedi. “This campaign demands that we count care, fund care and recognise care as the infrastructure of resilient, inclusive economies.”
Looking Ahead
The Real Economy Campaign will build momentum toward the first Real Economy Summit, set for 2026. The summit will bring together African leaders, cultural figures, private sector partners and policy makers to commit to measurable investments in care, safety and financial inclusion, ensuring that the unseen work sustaining Africa’s growth is finally recognised and resourced.
The campaign’s message will come to life at an intimate cultural gathering on Saturday, 4 October 2025, at the Inanda Club in Sandton, Johannesburg. Blending art, music, conversation and the debut of the Faces of the Real Economy portrait series, the event will honour the people whose unseen labour sustains Africa’s growth and invite leaders, creators and citizens to reimagine what — and who — truly counts in the continent’s economy.
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