Over the past week, Thembisa Mdoda, Proverb And Lira visited schools in and around Alexandra and Soweto as part of the #KrushGoodness campaign by Clover Krush – a brand synonymous with spreading goodness. The aim of the campaign is to equip over 10 000 underprivileged children across the country with brand new school shoes begins as the new school year begins.
The brand, together with the SA Department of Education, conducted research to identify 12 schools across Gauteng, Limpopo, Mpumalanga, KwaZulu Natal and the Western Cape with children who are in desperate need of school shoes.
Over the next few weeks, the 10 000 pairs of school shoes will be distributed to 12 schools that the brand has identified throughout the five provinces. The shoe partner for the campaign is Smart Steps by Novita Shoes. In addition to being Proudly South African, Smart Steps are strong, reliable, tough and comfortable – the ideal shoe for young learners.
Other familiar faces who will be joining Krush on this journey to spread goodness are:
Brent Lindeque (The Good Things Guy)
Nonhlanhla Hlatshwayo, Senior Brand Manager for Krush, notes that goodness has always been at the core of everything that Krush stands for – from their brand promise to what is put in the product – and this evolved into something bigger to spread further goodness throughout communities in SA with this campaign.
“The effect of goodness – emotional and functional – no matter how big or small, can do wonders for people’s physical and mental wellbeing, even encouraging others to feel as good as they do. Krush is intrinsically good for you because it is a 100% pure fruit juice (packed with healthy fruits such as mango, apple and orange – and no other additives), and is enriched with vitamins A,C and E – adding further goodness. It thus makes sense to associate the brand with positivity and goodness which is so needed in our society that experiences so much negativity daily. Through our #KrushGoodness campaign, we are setting out to show that adding a little bit of goodness every day has the power to change the world for the better. If we start our day with one good deed, it has the power to transform someone’s day, leading to them adding a bit of goodness to someone else’s day, and so the goodness spreads, ultimately inspiring a world of goodness,” says Hlatshwayo.
Why would a fruit juice brand opt for a school shoes drive, you may ask? The answer is simple, says Hlatshwayo. “Children represent the future and they represent innocence and goodness, and so if we add a little dose of goodness to make it easier for them to get to school so they can concentrate on learning, it adds goodness into their lives and as a result, to the community at large. Krush is more than just a great tasting fruit juice; it’s a great fruit juice that cares about its community and stands for something bigger.”
“It’s incredible just how fast goodness can spread, even when it begins with one small action from just one person. The fact that we have some of South Africa’s most loved personalities supporting this campaign means that we can spread a whole more goodness a lot further, together,” Hlatshwayo adds.