The other sign of empowerment progress...

Nine months ago Soweto resident, Mcfallen Sithole, noticed Street Name Ads' installation vehicles and crews in and round his area and he made his way to their warehouses where he enquired about possible job vacancies. Nine months later, Sithole has just invested in a new vehicle to facilitate the smooth running of his fledgling business.

The Street Name Ads initiative is directed largely at upliftment of communities in township areas; it utilises outdoor advertising as a mechanism to finance the re-erection of street names in township communities. Investing organisations such as MTN make invaluable contributions to the development of infrastructure in these township communities, whilst reaching a captive commuter market that exceeds millions.

Sithole approached Project Manager Donald Harper in October in 2003, seeking employment. Although Sithole had little relevant working experience, in keeping with the social responsibility approach of the Street Name Ads project, Harper offered him the contract for the initial phase of installation of 2500 street name poles (5000 street names) in various suburbs in Soweto.

ADreach has set about providing Sithole with the required skills - from basic job related operational skills to day to day administration that goes hand in hand with running any business. Sithole's knowledge of the township and its community has been invaluable in completing the pilot project.

"Management of the contract has required a high level of input initially, but in the end we are enjoying a markedly high level of delivery", said Harper, who described the reward of seeing financial compensation going directly to members of the community as invaluable. Sithole, who supports 10 siblings and his own family, now employs a crew of eight members from the local community.

Earlier this week Sithole arrived at a meeting at ADreach's premises driving the new "van" which he has purchased to celebrate the completion of the first phase of Street Name Ads in Soweto. He and his crew will be involved in maintenance of the pilot project in Soweto, and with installation of new contracts secured by ADreach in Soweto and other townships throughout South Africa.