Women’s personal protection equipment manufacturer Sisi Safety Wear has launched a quarterly lifestyle magazine specifically targeted at women who work in heavy industries, such as mining and manufacturing.
The publication, entitled Imbokodo – which means “boulder” in isiZulu – aims to celebrate women who play a significant dual role: as a mother and wife at home, and as a dedicated worker in traditionally male-dominated industry sectors.
“Most of the women who wear Sisi-branded safety equipment earn significantly less than their male corporate counterparts and are often the sole breadwinners in the family,” explains Vanessa Ronald, senior brand manager at Sisi.
“We wanted to create a publication that gives these women access to information that they need but frequently cannot afford to get,” she says. “Before launching, we conducted interviews with women who work in industrial environments to obtain an idea of what they struggle with, including issues that many women have but often do not feel comfortable about discussing.”
Ronald adds that the magazine offers its readers practical advice on a variety of subjects, ranging from how to draw up a budget to food and health. “Our goal is to share practical advice and information that enables these women to strike a balance between work and personal life.”
The Food & Health section was compiled with input from a nutritionist and provides tips on healthy eating on a budget. It also highlights physical activities that women can do in their spare time, to ensure that exercising becomes enjoyable.
The first issue features a section on depression, which is a very real concern among many working women, providing advice from a qualified psychologist on how to deal with negative emotions, as well as an article on how to cope with being a single mom.
“We understand our target market and we know that for many of these women the day starts long before they even get to work. It’s about equipping women with information that will help them achieve some balance in what can be a very hectic life. The articles are written by women, for women,” Ronald says.