Johannesburg in Focus: How Jozi My Jozi is Reimagining the City

Photo Credit: JoziMyJozi taken by sky.n.pixels

Through its Babize Bonke campaign, creative hubs, and Gateway Projects, Jozi My Jozi is bringing light, safety, and pride back to South Africa’s biggest city.

Johannesburg, South Africa (17 September 2025) – Johannesburg has always been considered a city of contrasts. Africa’s richest square mile in Sandton sits only a highway away from Alexandra, one of the country’s most challenged communities. The central business district, once alive with commerce and culture, has in some parts become associated with crime and neglect. Even while holding some of South Africa’s most important historical landmarks.

It is against this environment that Jozi My Jozi, a collaborative movement of citizens, creatives, businesses, and government, is working to reimagine and regenerate Johannesburg. Their approach is rooted in the belief that Joburg can once again be a safe, vibrant, and world-class African city.

Now, imagine you are on a guided tour of Johannesburg. Not the luxurious side, but the side where history, culture and community resilience shape the city’s character. Close your eyes (actually, don’t, because you need to read this) and picture yourself standing at Constitution Hill, a place that tells the story of South Africa’s past and democratic triumph. From there, the journey unfolds, stopping at sites that reveal both the city’s struggles and its renewal.

The route then takes us to Victoria Yards, a lively hub where creativity and community intersect. Once an industrial space, it now houses artisan studios, visual artists, and urban farming initiatives. It is also a space for skills development, with projects that empower local talent and transform the area into a thriving ecosystem of innovation. Many Johannesburg residents are still unaware of this hidden gem, yet it sits at the very heart of the city’s creative pulse.

Photo Credit: Karabo Peter for Good Things Guy
Photo Credit: Karabo Peter for Good Things Guy

The tour then continues through their Gateway Project, where Jozi My Jozi is revitalising key entry points into the city. Cleaner, safer, and more welcoming gateways offer a different first impression. One that matches Johannesburg’s ambition as it prepares to host the G20 Summit later this year.

In the Maboneng precinct, we see the cultural heartbeat of Joburg, with art, music, and entrepreneurship breathing life into the streets.

Photo Credit: Karabo Peter for Good Things Guy

At the Anglo American building in Marshalltown, Jozi My Jozi launched its Babize Bonke campaign. Babize Bonke meaning ‘call everyone’ was illustrated through video and short film on eight ordinary people doing extraordinary things. Their stories embody the resilience and creativity that keep Johannesburg’s spirit alive.

And finally, the tour comes to an end with the Nelson Mandela Bridge lighting up once again. Long dark and neglected, the bridge now shines thanks to Jozi My Jozi, reconnecting the north and south of the city in a powerful symbol.

The creative force behind the Jozi My Jozi brand is Melusi Mhlungu and his agency We Are Bizarre. He left an award-winning advertising career in the US to return home two years ago to help fix Joburg.

“Working on this project was a great reminder to the team and me that we live in a city of truly remarkable people. Meeting them and hearing their stories was a privilege, and we knew these needed to be told in a beautifully crafted way with both care and heart. The finished product, crafted by the amazing film director, Justice Mukheli, working under extreme time pressures, makes me extremely proud. It is truly an honour to be able to share them with the people of Jozi, our country and the world.”

Through initiatives like Babize Bonke, creative spaces like Victoria Yards, and projects such as the Gateway upgrades, Jozi My Jozi is restoring pride in Johannesburg to reshape how the world and its own residents see the city. It is a movement that reminds us that Johannesburg is not just a city of contrasts but one of possibilities.