The facts & figures and sights & sounds of the Shoe Aid project in 2006 − plus the low-down on the life-enhancing Water Gardens irrigation program.
To celebrate its 100th anniversary, Kiwi launched Project Malaki, a massive campaign amongst its employees all over the world.
This effort was called Project Malaki ("Malaki" means "100,000" in Swahili).
The aim was to collect 100,000 pairs of (second-hand) shoes that were then to be redistributed via roadshows and donations in six countries in Africa. The campaign was managed in full by Sara Lee employees to ensure that the shoes reached the target group.
The week commencing 3rd July 2006 was nominated 'Kiwi Week' in many Sara Lee offices all over the world, and shoe collection started simultaneously in participating countries.
We received a lot of pictures showing the hard work that had gone into the collection, cleaning and packing of so many shoes. A record was set by Sara Lee Switzerland, where 18 employees packed a calculator-busting 2,006 pairs! We also received numerous reports of individuals collecting hundreds of pairs of shoes, with some even topping four figures. Our colleagues in Africa were deeply touched by the compassion and energy invested in this unforgettable project.
In August and September, the first containers left for Africa, whilst collection was still going on at full pace in the USA and Canada. In the course of the campaign, we achieved our target of collecting 100,000 pairs of shoes, which were then distributed in Tanzania, Malawi, Zambia, Kenya, Ethiopia and South Africa.
All in all, seven 40-foot containers were sent to seven inland destinations in Africa. In October, Sara Lee International (Central and South Africa) took the responsibility of organizing shoe distribution in the local communities. As we agreed that it was absolutely necessary to give our donations to people in greatest need, we organized local events in rural and other small communities in order to personally ensure that the shoes reached those people who needed them the most.
The result was smiles all round, among kids and adults alike, many of whom had never owned a pair of shoes before − and 100,000 pairs of shoes with new owners and a second life in Africa!
