The Pride 'n Purpose philosophy is to work with the people rather than for the people. The charity believes that people are most successfully helped if they are empowered to help themselves.
Pride 'n Purpose is the charitable arm of Virgin's Ulusaba Reserve in South Africa. Working on a non-profit basis, it is committed to helping disadvantaged communities that live next to the reserve and whilst staying at Ulusaba, guests can go on a variety of neighborhood tours, with all proceeds donated to the local community. The charity delivers on two levels; both through the provision of basic needs, such as access to food, water and health services and by giving power to communities with sustainable development initiatives.
The Pride 'n Purpose philosophy is to work with the people rather than for the people. The charity believes that people are most successfully helped if they are empowered to help themselves. Over 35,000 people across six communities benefit from Pride 'n Purpose, which is jointly funded by Virgin Limited Edition and Virgin Unite, which is the charitable section of Virgin Group.
Whilst in South Africa, Cherie visited a local village supported by Pride 'n Purpose where a number of AIDS orphans are looked after in houses headed by a house mother. She visited the orphans to distribute some clothes purchased with money donated by the guests from the Virgin Safari Resort, Ulusaba. Guests from Ulusaba also donated a water harvesting tank, which gave the orphans plenty of fresh, clean water.
As President of the Loomba Trust, Cherie was very keen to see the project because Virgin Unite and the Loomba Trust have joined forces to fund Starfish Greathearts Foundation, which runs a capacity-building programme for five community-based organizations. The Foundation aims to ensure that these five groups have the capacity to take in the growing numbers of orphans within their communities, by providing them with organizational guidance and with orphaned and vulnerable child training.
Between them they have benefited 1500 AIDS affected children in South Africa.
To learn more about Pride 'n Purpose click here
For the latest news, and details on upcoming community projects, visit the online Pride 'n Purpose blog by clicking here