As 2025 gains momentum, IWISA No 1’s Fills Good campaign is shining a light on the incredible team of staff and care-givers who have been the behind-the-scenes heroes and heroines of The Cradle of Hope for just over 17 years. Today saw these individuals celebrated and acknowledged in a special way – as the IWISA No 1 and President Hyper teams joined them for a behind-the-scenes tour of the NPO to gain a better understanding of their work and impact in the community of Krugersdorp.
While The Cradle of Hope is well-known for the much-needed, shelter and support it provides for members of the greater Krugersdorp community, the NPO’s role is set to grow as the area continues grappling with issues of high unemployment, joblessness and a critical need for new skills development. “We see firsthand the devastating impact of unemployment on families and individuals in our community,” says Melodie van Brakel, Founder of The Cradle of Hope. “Our mission is to stand in the gap, offering not just temporary relief but hope and tools for long-term transformation.”

Fills Good Campaign launch at Cradle of Hope in Krugersdorp.
Started in 2007 by Van Brakel, The Cradle of Hope is a nonprofit organisation committed to uplifting vulnerable individuals and providing the opportunity for a new start, with a special focus on women and children. Since first opening its doors, it has become a vital resource to community members offering care, support and the possibility of a new future for those most in need.
Over the years the NPO has expanded the solutions it offers based on the ever-growing local community needs. “This is in direct response to what we have seen and experienced on the ground,” van Brakel explains. “Job losses in traditional industries formerly based in Krugersdorp mean that this is a community in transition. This is a catalyst for the broader socio-economic challenges seen in so many parts of our country including domestic violence, crime and poverty, among others. These are the lived experiences of those who come to us in great need. We assist wherever we can.”
She notes that The Cradle’s impact is not just seen in statistics but in the lives it has touched: “Women and children, in particular, have found sanctuary and opportunities through our programmes. Survivors of domestic abuse, for example, are provided with safe housing, counselling, and pathways to financial independence. Wherever possible, we have also offered them employment within our own organisation. This means that the hands and hearts supporting you are ones that know deeply what you are feeling and have experienced. This often changes everything.”

Melodie van Brakel, founder of The Cradle of Hope; Sharon Govender, HOD Front End from President Hyper; and Sibongile Mooko, Premier Executive Marketing (Milling).
Jorge de Sousa, Buying & Groceries Group Executive Head: President Hyper Group, reiterates that this was one of the factors that led to The Cradle of Hope being nominated as the retailer’s beneficiary of the IWISA No 1 Fills Good campaign: “The Cradle of Hope has been instrumental in building and supporting the local community of Krugersdorp and surrounding areas. From the counsellors and caregivers to the cooking team and administrative staff, these individuals form the heart of this organisation. It was our privilege to meet and engage with them today.”
The IWISA No 1 Fills Good campaign is currently running at President Hyper. “The campaign mechanic gives local businesses, residents and community members an opportunity to support The Cradle of Hope in an additional way,” explains Sibongile Mooko, Premier Executive: Marketing (Milling). “Until the end of March 2025, a percentage of the purchase price on all IWISA No 1 products bought at President Hyper will be allocated directly to The Cradle of Hope. This means that consumers can support the NPO at the till-point directly.”
She adds that the campaign is a Premier FMCG CEO-initiative: “This is one of its defining features. IWISA No 1 Fills Good is not a CSI campaign; donations allocated come directly from the purchase price of each product in the basket purchased before the end of the campaign. This collective donation will then go towards assisting The Cradle to purchase a new vehicle for the organisation – to be used for transporting beneficiaries, running errands and helping with transport and deliveries.”
Mooko also called on local businesses to see how they can potentially amplify support for The Cradle – finding collective ways to address some of the additional challenges it is facing. “Like so many NPOs, The Cradle finds itself needing to do ‘more’ with ‘less’. We want to assist in finding solutions to this – in partnership with like-minded brands and businesses. This is core to IWISA No 1’s brand purpose as an enabler: to find new and innovative ways to build communities and enable the individuals and organisations like The Cradle of Hope to bring positive change and hope for the future,” she concludes.