46664 Fashion raises money for Mandela Day Library Project 2012

46664 Fashion and the 46664 Foundation revealed at a press conference that the first monies generated by their commercial partnership will go towards the Mandela Day Library Project 2012.

Speaking at the Nelson Mandela Centre of Memory in Johannesburg, Wayne Bebb, CEO of Brand ID, said 46664 Fashion was thrilled to be able to contribute to the project.

“We’d like to thank our loyal brand consumers for helping make this project a reality and enabling 46664 Fashion to make such a significant contribution,” Bebb commented -  adding that the Mandela Day Library Project 2012 is  the first of a number of social projects that 46664 Fashion aims to fund through the growth of the social impact brand.

The money generated since 46664 Fashion was launched at retail in South and Southern Africa in August 2011 will be used to fund three container libraries in Gauteng, KwaZulu-Natal and the Western Cape as a way of promoting literacy and encouraging reading in disadvantaged schools in South Africa.

The three libraries form part of a project started in 2011 when the Nelson Mandela Centre of Memory worked with Breadline Africa and Soul City to provide 13 containers converted into libraries in disadvantaged primary schools. This was part of the Mandela Day activities in 2011 and was done in close consultation with the Department of Basic Education.

The Mandela Day Library Project 2012 takes its inspiration from Mr Nelson Mandela who said, “There can be no keener revelation of a society's soul than the way in which it treats its children.”

It is also motivated by the 2011 Annual National Assessment (ANA) results for South Africa, which show shocking figures for the national average performance of Grade 3 pupils, with literacy rates at only 35% and numeracy even lower, at 28%. The report highlights some of the critical challenges in primary education in South Africa:

“Access to books at schools is critical in promoting literacy and encouraging reading, particularly for learners from disadvantaged communities without access to local library facilities,” says Breadline Africa’s director, Tim Smith who will be working with 46664 Fashion on the roll-out of the three container libraries.

With 13 container libraries already in place, the Mandela Day Library Project 2012 will significantly benefit from 46664 Fashion’s funding of three more container libraries. Breadline Africa works with Soul City and its extensive network of Soul Buddyz Clubs to ensure local ‘ownership’ and the active participation of the Club members in the upkeep and maintenance of the libraries.

“Breadline Africa shares Nelson Mandela’s commitment to children and education,” adds Smith.

“We believe that starting libraries is a lasting way to pay tribute to his legacy by continuing to open doors for children to read, learn and dream. We believe that containers offer a cost-effective, quick way to start libraries at many schools in need and are very grateful to 46664 Fashion for contributing three libraries in 2012.”