The IWISA No 1 Fills Good campaign closes at President Hyper on 31 March 2025. Your purchase can help change a life.
With the IWISA No.1 Fills Good campaign coming to an end on 31 March 2025, The Cradle of Hope and President Hyper are encouraging consumers to make pay day weekend count!
Launched at the end of 2024, the IWISA No 1 Fills Good campaign is a CEO-driven purpose-led initiative. It speaks directly to the brand’s commitment to investing in the communities where it operates.
“IWISA No 1 Fills Good isn’t a traditional CSI initiative,” explains Sibongile Mooko, Premier Marketing Executive. “It’s a CEO-led campaign that channels a portion of each sale from IWISA No 1 products purchased at President Hyper directly into the heart of the community through local NPO The Cradle of Hope. This makes supporting The Cradle as easy as choosing IWISA No.1 in the aisle. The impact of this choice is however immeasurable.”
Selected as the campaign beneficiary by President Hyper, The Cradle of Hope has decided to ring-fence all donations to support a major need: the replacement of their 17 year old vehicle dedicated to transporting beneficiaries, delivering food and supplies, and helping staff meet the day-to-day demands of their work. “This is an essential part of the care we provide,” explains Melodie van Brakel, Founder of The Cradle of Hope. “We work on the
very frontlines of poverty, unemployment, gender-based violence and homelessness. We go to places and into spaces where others don’t. This makes dependable transport critical for the work we do.”
For over 17 years, The Cradle of Hope has offered a vital safety net for the most vulnerable in Krugersdorp and surrounding areas. “Our response to the needs we face has always been to respond,” notes van Brakel. “This has seen us expand our services to include providing emergency accommodation, trauma counselling, access to food and basic hygiene, and long-term programmes focused on healing, skills development and rebuilding lives – with a strong focus on women and children.”
In a context where many NPOs are under growing pressure to do more with less, The Cradle of Hope’s work has become even more essential. “With no government funding, organisations like The Cradle of Hope are facing rising demand for their services,” says Mooko. “The NPO currently assists more than 2 000 people every day, and like so many others, it relies solely on community goodwill, sponsorships and fundraising efforts to survive.”
“South Africa’s NPOs are the backbone of social care in this country,” she adds. “They step into the gaps where public services can’t reach: offering support that is often the difference between life and death, despair and dignity. This is why campaigns like IWISA No 1 Fills Good are so important. They’re not handouts – they’re bridges to hope.”
“We see the devastating impact of unemployment and poverty in our community on a daily basis,” says van Brakel. “This campaign has not only raised awareness but brought tangible hope to those who walk through our doors daily. Every purchase is a reminder that someone cares.”
From survivors of domestic violence finding safety, to previously homeless individuals gaining employment, The Cradle of Hope is a testament to what’s possible when care meets action. Many of its staff are former beneficiaries themselves – now walking the journey with others from a place of deep empathy and lived experience.
“This is the kind of community model we believe in,” says Mooko. “At IWISA No.1, we’re about more than just filling tummies with goodness – we want to fill hearts and homes, and change futures.
“The message is simple: support The Cradle of Hope before 31 March by choosing IWISA No.1 at President Hyper. Every purchase brings us one step closer to helping those in need – and giving hope where it’s needed most,” Mooko concludes.