The numbers vary, but the trend is unmistakable.

The average consumer is subjected to more advertising and marketing messages every day.

In a world where it is harder to get noticed, entrepreneurs have responded by trying to be more visible.

Being noticed is the goal of most advertising.

To be noticed, entrepreneurs make more adverts and bigger billboards.

The irony is five seconds advert in the spotlight does not make or break a career or a company. It is the five years of work that preceded those five seconds that make all the difference.

Sawubona is about seeing. Seeing people, their humanity, struggles and hopes.

Our goal is not simply to been seen and heard, it is to do work that is worthy of being seen and heard.