A unique approach
They put consulting with local communities at the core of everything they do. Their philosophy is that the best way to help people out of poverty is to empower them to help themselves. This means prioritising sustainable development initiatives and improving access to food, water and health services.
What do they support?
Pride 'n Purpose: This is Ulusaba's charitable arm. Pride 'n Purpose is committed to helping disadvantaged communities living adjacent to the Sabi Sand Reserve and is a driving force for change for other lodges in the area.
Ulusaba directly employs almost 100 members of staff from local villages in the area. This engagement with the community is vital to ensure that efforts to promote conservation of the landscape and wildlife take everyone’s needs into account.
Both Ulusaba and Pride ‘n Purpose have excellent relationships with local tribal authorities which helps them work together to improve the area’s prosperity.
Food & Trees for Africa: For the last two years they have partnered with environmental social enterprise Food & Trees for Africa, working with local communities to set up gardens in two primary schools. The project included a year’s training and support for the schools and pupils to set up and cultivate healthy, fresh vegetables.
Work with Virgin Unite: Without Virgin Unite, Virgin Limited Edition say they would not be able to do all the work that they do. Every year Virgin Unite host a Connection Trip allowing 10 Virgin staff members around the world to volunteer their time for a week in Ulusaba.
Impact?
Pride 'n Purpose: The charity benefits over 35,000 people across six communities. They have supported three local entrepreneurs and suppliers, and guests have volunteered around 3,093 hours of their time to support the charity’s work. Donations in kind total over ZAR 600,000 and funds raised amount to over ZAR 2.5 million. All the charity’s running expenses are covered by Virgin Unite and Virgin Limited Edition so 100% of donations go directly toward much needed projects.
Pride ‘n Purpose has also established:
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Three crèches for 171 children |
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Literacy centres at two local primary schools which include a library and computer classrooms |
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Two FunPumps at playgrounds, providing access to clean water |
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Six homes for orphans, supporting 29 children |
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Five organic food gardens, feeding around 1,530 people |
Pride n’ Purpose’s work is also good for business. Virgin Limited Collection believes that the charity is a deciding factor in guests choosing to stay at Ulusaba over other neighbouring lodges. Its work has been recognised by worldwide tourism bodies who acknowledge social activism, including the 2011 Tourism for Tomorrow Awards.
Food & Trees for Africa: Work on the two gardens developed by Virgin Limited Collection and Food & Trees for Africa formed part of the schools’ curriculum and the produce is used to supplement their daily government subsidised meat and pap. The projects are now fully run and owned by the pupil and teacher committees and they are flourishing. Mahluhluvana School’s garden won three awards, including a National Green Flag by Eco-Schools. Each garden produces food for 700 pupils with the surplus being sold in the village.
What staff and partners say:
Jon Brown, Managing Director, Virgin Limited Edition, said:
“At Ulusaba the guest experience goes beyond adventures in the bush. The lives of those in the surrounding communities are part of the fabric of what we do, and it’s a huge team effort involving Pride ‘n Purpose, Virgin Unite, Ulusaba’s guests and employees and even those at the other Virgin Limited Edition properties. They have all helped to achieve a great deal over the years and have had a hugely positive impact on the local communities. The Pride ‘n Purpose projects have captured the imagination of so many of our guests who are always keen to get stuck in and help wherever they can.”
Mark Christophers, Volunteer, Pride ‘n Purpose/Virgin Unite, said:
“This really is a truly inspirational project run by the most wonderful and committed team you can imagine and they really are making an unbelievable difference to the community that they work in. I can’t wait for my next trip back!”
Jill Rademacher, President, Water For All, said:
“I was impressed with Pride 'n Purpose’s approach to working alongside communities and empowering them to make decisions on their own. The staff from Pride ‘n Purpose consult closely with community members on areas of greatest need, community ownership, and ongoing training and capacity building. They offer advice and suggestions for improvement, but don’t dictate what should be done. Their interest in facilitating opportunities and negotiating on behalf of the community is a rare trait among donors and one that should be held up as an example for others in the tourism field. We are proud of our association with Pride 'n Purpose and look forward to continuing to work together with you in the future.”
Erin Kaiser, Volunteer, Pride ‘n Purpose, said:
“It is incredible to bear witness as Pride ‘n Purpose has grown, their reach extended and their projects more fruitful under Virgin Unite and Lindsay’s management. The communities that they serve have come to view Pride ‘n Purpose as an immense asset; vital partners who are committed to ensuring the emotional, social and physical health of the people that are fortunate to neighbor Ulusaba. Pride ‘n Purpose is dedicated to enriching the lives of the people that it serves. No task is too great and no need too small for Pride ‘n Purpose to take action. I am honored to have had the opportunity to serve alongside them.”
To learn more about Virgin Limited Edition activities, visit: