Pride 'n Purpose - Ulusaba Private Game Reserve, South Africa

Finalist, Community Benefit Award

Working on a non-profit basis, Pride 'n Purpose is Ulusaba's charitable arm committed to helping disadvantaged communities living adjacent to the reserve. Pride 'n Purpose's work is achieved both through the provision of basic needs, such as access to food, water and health services, and by empowering communities through sustainable development initiatives.

Set within the Sabi Sand Game Reserve and under the Amashangana Tribal concession, Pride 'n' Purpose pursues six basic objectives: 1) HIV/AIDS, TB and Malaria education and support; 2) care of orphaned and vulnerable children; 3) early education; 4) food security; 5) water solutions; and 6) local entrepreneurship. Pride 'n' Purpose has, since its inception in 2003, created 5 permaculture food gardens, providing food for 1530 people, opened a HIV/AIDS community clinic which provides care for 29,000 patients and completed 6 homes for 29 orphaned and vulnerable children. Pride 'n' Purpose is fully audited by Virgin Unite and Virgin Limited Edition, its funding partner.

The philosophy behind Pride 'n' Purpose's work is that people are most effectively helped if they are empowered to help themselves; the aim is therefore to work with people and not for people. Pride 'n' Purpose partners with Food and Trees for Africa to work with the community in setting up permaculture gardens in two local primary schools. The charity also works with THETA, South Africa's Tourism, Hospitality and Sports Education Training Association, to ensure that all of the 102 Ulusaba lodge staff receives enhanced training in HIV/AIDS support, environmental awareness and first aid.