BE THE BOSS

This content film was created as part of a voter education campaign for the Organisation Undoing Tax Abuse (OUTA), aimed at encouraging young South Africans to vote and to actively participate in our democracy. As a content creation studio that thrives on working with social justice and civil society organisations (like OUTA), Iron Heart was proud and thrilled to help bring this urgent, emotionally resonant message to life — one that speaks to the very future of our country.

The project was developed in response to troubling insights from My Vote Counts and IEC data, which showed just how fragile civic engagement has become. In the 2021 municipal election, only 8 million out of 26.2 million registered voters showed up to vote — a shockingly low turnout of just 45.87%. Among young people, the levels of registration and participation were even lower.

In a proportional representation system, every vote carries weight, but so does every non-vote. When people choose not to participate, they unintentionally support the status quo. Failing to vote means forfeiting the opportunity to hold leaders accountable, influence policy, and shape the future.

Our short film, titled #BeTheBoss, reframes voting not as a duty, but as a power move which is a personal and collective act of agency. Drawing from the South African Constitution’s bold promise that “The people shall govern,” the campaign flips the traditional power dynamic on its head. Public servants are there to serve the people – to ensure service delivery is met and tax payer money is not wasted. Voting is how we remind them of that.

Visually driven, emotionally charged, and underscored by the track “Lie Down in Darkness” (Photek Remix) by Moby, the film is a stirring call to action that challenges youth to reject apathy and reclaim their voice.

By translating complex voter data and constitutional principles into powerful, accessible content, Iron Heart helped to create a campaign that inspired self-belief and a movement to protect a democracy that was hard won.

Because if we don’t show up, we let others decide for us.
And the truth is: you are the boss. Vote like it.