Pride ‘n Purpose was established in 2003 by members of the Ulusaba family to help disadvantaged communities near the Sabi Sand Reserve. Today, all the running expenses are paid for by Virgin Unite – Virgin Limited Edition’s non-profit foundation. With 100% of donations they receive going towards the projects it supports, it is estimated over 35,000 people have benefited, across six different communities. With an emphasis on sustainable initiatives, Pride ‘n Purpose aims to empower the communities to be able to continue helping themselves.
Pride ‘n Purpose has installed 29 water storage tanks, as well as drilled 4 new boreholes, and has created what they have termed the ‘fun pump’. This is designed as a merry-go-round, and whilst the children play on it, it pumps water into a water harvester which the whole community have access to. As well as this clever initiative, they also have a focus on education, particularly for pre-school and primary school children.
So far Pride ‘n Purpose has helped build 12 pre-schools, which benefits over 500 children, and they have partnered with the Good Work Foundation to build a digital learning centre, and have built 3 literacy centres.
Two partnerships, with Trees for Africa and Foundations for Farming, have helped more food gardens be built in the local communities and at the local schools. Children from the local schools are being trained in cultivation and healthy vegetables in these gardens, which produce food for 700 pupils.
With Ulusaba being a big source of employment, Virgin Limited Edition has worked out that on average each employee supports up to 10 members of their household or family. Pride ‘n Purpose has set up various entrepreneurial schemes which attempt to create more accessible jobs for members of these communities.
They have an Entrepreneur Scheme which helps support businessmen and women who have just begun a starting venture and are currently fundraising for their ‘Ku-Humelela’, which is going to be a rural lifestyle centre which will create approximately 40-50 jobs and will include a curio shop, office space for Pride ‘n Purpose, a functional garden and a craft workshop.