Primedia Outdoor, wholly South African owned outdoor advertising media owner, constantly scouts for ways to enhance and maintain the environment in which it operates. With a serious and committed stance on their own corporate social investments, an integral element of its business strategies, Primedia Outdoor formalised an initiative with other stakeholders in a project that creates jobs and empowers Previously Disadvantaged Individuals (PDIs).

This project was formulated from the use of used flex faces that are placated on billboards. Instead of discarding the already flighted flex face material, Primedia Outdoor initiated the “good use” of this used flex face through a social investment project and conceived the Tswelopele initiative.

Tswelopele, means ‘to progress’, and that is exactly what Tswelopele and Primedia Outdoor and other partners have precisely done over the past three years comments Dashni Naidu, Marketing Manager, Primedia Outdoor.

Tswelopele entails the recycling of used PVC billboard flex faces to manufacture a range of durable products such as garden furniture covers, outdoor braai covers, travel, business folders and sports bags. The initiative provides previously disadvantaged and unemployed women with the necessary training, skills and resources to launch through the constraints of poverty, becoming self-sufficient and caring for themselves and their families.

Primedia Outdoor’s initial contribution towards the project was 20 000 square metres of raw material. This launched the Tswelopele initiative and drove the momentum to contributing towards job creation.

Primedia Outdoor contributes to the initiative monthly by supplying the used flex faces and free media exposure on billboards. This assists the business process and the marketing of innovative manufactured products to be produced and marketed.

The income derived from the sale of these products is allocated to the members with a percentage of it covering overhead costs of the business and the development of additional workstations.

“Not only does this initiative contribute towards employment and the economic upliftment of communities, but the recycling of material addresses the serious need for environmental conservation, something Primedia Outdoor firmly supports. We need to play a pivotal role in growing our people and society and this project affirms and drives our values as a company for the people of South Africa”, comments Dashni Naidu, Marketing Manager, Primedia Outdoor.

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