Overview
In Gugulethu, where sport plays a vital role in fostering youth development and community pride, RCS established a flagship partnership with the Gugulethu Athletics Club. The collaboration centres around two key annual races – one held on Reconciliation Day and the other on Youth Day – designed to inspire young talent, promote wellness, and strengthen social unity through running.
This initiative reflects RCS’s long-term commitment to inclusive community investment through sport, and provides a practical, recurring platform for employee engagement and shared purpose.
The Project
Brownie Points supported RCS in tracking and enhancing its ongoing partnership with the Gugulethu Athletics Club. Staff were encouraged to volunteer, participate as runners, and contribute directly to the success of the events.
By digitising volunteer management and impact reporting, the platform helped ensure each year’s support could build on the last – boosting both community benefit and employee participation.
Success
- Supoported a flagship, recurring partnership around Reconciliation Day and Youth Day races
- Achieved a 300% increase in donations to the Gugulethu Athletics Club
- Facilitated a 400% increase in employee engagement – through volunteering, running, and community outreach
- Strengthened local identity and youth empowerment through sport
The races have grown into iconic events in the RCS social investment calendar, showcasing how consistent corporate support can energise grassroots changemakers and foster long-term, values-aligned impact.
The Shoprite Group: Africa’s Biggest Cleanup, World Cleanup Day, Mandela Day (2018 – 2019)
Overview
Environmental pollution and urban waste build-up are major challenges across South Africa, especially in vulnerable communities where municipal services are often limited. In response, the Shoprite Group launched a bold, people-powered initiative: Africa’s Biggest Cleanup. The campaign sought to activate citizens, community groups, and employees to take ownership of their neighbourhoods through large-scale cleanup actions.
This effort was amplified through major calendar moments such as Mandela Day and World Cleanup Day, turning national attention into practical, measurable action.
The Project
Brownie Points partnered with Shoprite to power the digital coordination, tracking, and visibility of these campaigns. Through the platform, employees and community members could log participation, track bag collection totals, and share stories of change. These tools enabled Shoprite to build community trust while also showcasing their brand’s commitment to environmental stewardship.
Cleanup events spanned cities, townships, and rural areas — with support from schools, NGOs, and Shoprite and Checkers employees, all rallying behind the shared mission of “cleaning up your hood for good.”
Success
- Tracked 21,067 volunteers across 12 African countries
- Collected 33,682 bags of trash from public spaces, rivers, and roadsides
- Achieved 2x engagement uplift across volunteer and employee groups
- Delivered 4x advertising value through media visibility and earned reach
- Positioned Shoprite as a leader in corporate environmental action and civic pride
Read more at Shoprite Newsroom →
These campaigns proved that social mobilisation at scale is not only possible — but highly impactful — when driven by accessible tools, strong partnerships, and a bold vision for change.