25th, 27th and 29th May 2026

Client: Old Mutual Malawi

Assignment: Campaign Conceptualisation, Event Coordination and Internal Engagement Management

Solution:
In May 2026, Old Mutual Malawi entrusted Mirage PR to conceptualise and execute a nationwide Africa Day campaign that celebrated not only the continent’s rich cultural heritage but also two significant milestones in the organisation’s history of 181 years of the Old Mutual Group and 72 years of Old Mutual’s presence in Malawi.

The campaign was designed to honour Africa’s identity, rooted in resilience, diversity, unity, and shared progress, while reinforcing Old Mutual’s longstanding commitment to empowering communities and creating positive futures. Through a series of immersive employee engagements across Blantyre, Lilongwe, and Mzuzu, Mirage PR transformed Africa Day from a commemorative occasion into a memorable celebration of culture, heritage, and belonging.

Held under the broader theme of celebrating African identity and Old Mutual’s enduring legacy, the activations encouraged employees to embrace their cultural roots by wearing traditional African attire and sharing locally prepared meals with colleagues. What began as a cultural celebration quickly evolved into a series of unforgettable experiences designed to surprise, engage, and unite employees across the country.

The campaign officially launched in Blantyre on 25 May 2026, where employees arrived expecting a traditional Africa Day celebration. Instead, they were treated to a carefully curated programme filled with unexpected moments and immersive cultural experiences. A standout highlight was a surprise flashmob activation featuring an acapella group disguised as firefighters responding to what appeared to be a routine fire drill. As the unsuspecting crowd gathered, the performers broke into song, transforming the moment into a captivating celebration that instantly energized the audience.

The excitement continued with vibrant performances from traditional dance groups, urban dance crews, and live musical acts that brought African culture to life through movement, music, and storytelling. Branded culinary stations served a variety of local delicacies, creating a shared dining experience that encouraged interaction and strengthened employee connections.

The celebrations moved to Lilongwe on 27 May 2026, where Mirage PR recreated the Africa Day experience while tailoring it to the local audience. Employees were welcomed into a fully branded environment complete with a dedicated photo booth, professional photography, and cultural installations designed to encourage participation and engagement.

A highlight of the Lilongwe activation was the authentic bwandiro-inspired experience, featuring local food stations and traditional meals that celebrated Malawi’s culinary heritage. Live cultural performances, urban dancers, and a local band created an energetic atmosphere throughout the day, ensuring that the celebration remained immersive and memorable from start to finish.

The final leg of the campaign took place in Mzuzu on 29 May 2026, extending the celebration to Old Mutual’s Northern Region workforce. Employees were welcomed into a vibrant cultural experience featuring traditional performances, interactive engagements, local cuisine, and dedicated content creation opportunities through photography and videography.

The Mzuzu activation successfully brought together employees from across the region, creating meaningful moments of connection while reinforcing the values of unity, inclusivity, and cultural appreciation that underpin both Africa Day and the Old Mutual brand.

Across all three cities, Mirage PR ensured a consistent campaign experience while adapting activations to reflect the unique character of each location. Through culture, music, food, storytelling, and shared experiences, the campaign successfully celebrated Old Mutual’s legacy while creating memorable moments that strengthened employee engagement and organisational pride.

Another successful execution in the books, demonstrating Mirage PR’s ability to design and deliver large-scale internal engagement campaigns that connect people through culture, create memorable brand experiences, and bring organisational values to life.

Highlights of the Campaign

• Successful conceptualisation and rollout of a nationwide Africa Day campaign celebrating Africa Day, Old Mutual’s 181-year Group legacy, and 72 years of operations in Malawi.
• Simultaneous activation across Blantyre, Lilongwe, and Mzuzu, ensuring consistent brand messaging and employee engagement across all key regional offices.
• Surprise flashmob experience featuring disguised performers that transformed a routine fire drill into one of the campaign’s most memorable moments.
• Live cultural entertainment including traditional dance troupes, urban dancers, acapella performers, and live musical acts that celebrated Africa’s rich cultural diversity.
• Professionally branded photo booth experiences deployed across all three cities, creating engaging content opportunities for employees.
• Authentic culinary activations featuring locally inspired food stations, traditional dishes, and the popular Mutual Meals concept that encouraged participation and cultural exchange.
• High employee participation levels, with strong engagement across all regions through cultural attire, shared experiences, and interactive activations.
• Professional photography and videography coverage that captured key moments and ensured consistent storytelling throughout the campaign.
• Development and delivery of a combined campaign highlight video showcasing the celebrations across Blantyre, Lilongwe, and Mzuzu.
• Extensive traditional and digital media coverage that amplified the significance of the celebrations and highlighted Old Mutual’s 181-year African legacy and 72-year presence in Malawi.
• Same-day delivery of social media reels, highlight videos, and campaign content to sustain momentum and maximise audience engagement throughout the activation period.
• Successful reinforcement of Old Mutual’s commitment to diversity, inclusion, cultural appreciation, and community-building through meaningful employee experiences.