Media

Lynette Lombaard

Founder/Creative and Communications Director

ANTI.Social Collective (Pty) Ltd

Sector Action Team:
Media
Business/Organisation Name:
ANTI.Social Collective (Pty) Ltd
About me:
Lynette is an entrepreneur, creative strategist, and founder of ANTI.Social Collective, a disruptive agency blending design, technology, and business innovation. With a demonstrated history of leadership and growth in the consumer goods industry and ICT sectors, and over 15 years of experience in branding, UX, and communication strategy, she helps startups and enterprises grow through visionary thinking and hands-on execution. She holds a Bachelor of Arts (BA) in Communication Science and is passionate about championing innovation.
What makes you hopeful about Durban’s future?
What makes me hopeful about Durban’s future is its people—their resilience, creativity, and deep-rooted sense of community. Despite the challenges, I see a city filled with entrepreneurs, change-makers, and everyday heroes who are determined to build something better. Through Forward Durban, I’ve witnessed firsthand how collaboration, innovation, and storytelling can ignite real momentum. I believe that by changing the narrative, we can unlock Durban’s true potential and shape a future that’s inclusive, vibrant, and full of opportunity.
How do you see your sector contributing to Durban’s economic revival?
The media sector plays a vital role in Durban’s economic revival by reshaping the city’s narrative to restore business confidence and attract investment. Through the Forward Durban movement, the Media Sector Action Team is driving an 80/20 content strategy—80% focused on business success and 20% on community upliftment—to highlight the city’s potential and resilience. Positive stories are being amplified across radio, print, and digital platforms, including partnerships like Gagasi FM’s good news segments, to counter negative sentiment and foster optimism. Cross-posting credible content, celebrating local achievements, and showcasing sector progress through events like Changing the Narrative help build a unified, forward-looking brand. Additionally, the media team is developing a robust content strategy grounded in emotional engagement and investing in local talent through intern training and mentorship. By changing the story being told about Durban, the media sector is actively shaping public perception, encouraging collaboration, and driving the economic momentum needed to unlock the city’s future.
Why should professionals or business owners in your industry consider joining this movement?
The media sector plays a vital role in Durban’s economic revival by reshaping the city’s narrative to restore business confidence and attract investment. Through the Forward Durban movement, the Media Sector Action Team is driving an 80/20 content strategy—80% focused on business success and 20% on community upliftment—to highlight the city’s potential and resilience. Positive stories are being amplified across radio, print, and digital platforms, including partnerships like Gagasi FM’s good news segments, to counter negative sentiment and foster optimism. Cross-posting credible content, celebrating local achievements, and showcasing sector progress through events like Changing the Narrative help build a unified, forward-looking brand. Additionally, the media team is developing a robust content strategy grounded in emotional engagement and investing in local talent through intern training and mentorship. By changing the story being told about Durban, the media sector is actively shaping public perception, encouraging collaboration, and driving the economic momentum needed to unlock the city’s future.

REACH OUT

We are a movement focused on uplifting Durban’s economic activity and investment potential by reshaping the way our city is seen and supported. Through partnerships with businesses—especially SMMEs—and a strong media presence, we’re rewriting the story of Durban as a city of possibility, growth, and resilience.

#ForwardDurban

©forwarddurban.com