For some, everything means nothing. For others, nothing means everything... Illovo Sugar sweetened up the lives of less fortunate school children in the KwaZulu Natal region, by making use of Primedia Face 2 Face's social responsibility initiative, the Lapdesk.
Thousands of unfortunate kids growing up in townships all over South Africa make use of gravity as a chair and their laps as a desk. From this, the concept of Lapdesk was born and the idea was brought forward by The Lapdesk Company.

Lapdesk is a plastic, injection moulded desk that sits comfortably on a child's lap and is ergonomically designed to fit the shape of the human body. It is lightweight and easy to carry, at the same time being highly durable. Lapdesk's mobility ensures that child learners always have access to a desk, regardless of the structure of the learning environment.

Lapdesk offers Companies the opportunity to communicate their brand message to the main market whilst at the same time playing an important role in community development i.e. building Corporate Cultural Investment, which is fundamental for strategic marketing when communicating with the main market on the African continent.

Many school children's bitter attitude toward school turned into a sweet atmosphere of hope as over 10 000 lapdesks were handed over to 45 schools in KZN. The KZN Minister of Education, Mrs Ina Cronje, and Marketing Director for Illovo Sugar, Mike Buchanan attended one of these memorable Lapdesk handover events at the KwaDinabakubo School in Molweni to show their support in this initiative.

The Lapdesk handovers were conducted by an Illovo Sugar Promobile where Face 2 Face ensured that the school children were educated on the use and effectiveness of the Lapdesk, and communicated the Illovo Igrand brand message to over 35 000 learners and educators during a five week period.

The Illovo Promobile combined impactful outdoor advertising and a state-of-the-art sound system to add a new audio twist to the already hugely successful concept of moving media. The Promobile's stage facility offered the Illovo Sugar promoters the opportunity to convey the brand message in an understandable and practical way while handing out prizes such as caps, pens, Illovo Sugar samples and t-shirts to add to the children's excitement.

"We were very excited at being the first company in KZN to provide assistance in the form of Lapdesks to less privileged schools in the Greater Durban area," said Darrel De Wet, Brand Manager of Illovo Sugar.

This world means nothing if everything is swallowed up by "self" and nothing is "left over" for others to enjoy...

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