Inspired by the various 2014 World Design Capital activities, DHL Express South Africa has announced that they will be participating in the 5th annual Cape Town Carnival, which takes place in March 2014.
They will be designing a float in conjunction with Project Playground, an organisation situated in Langa, Cape Town, which aims to provide children with a better future through educational after-school activities.
Sumesh Rahavendra, Head of Marketing for DHL Express Sub-Saharan Africa, says that the company leapt at the opportunity to put an original spin on one of the floats for the Cape Town Carnival by harnessing the creative and imaginative minds of the children from Project Playground, a cause which they are actively involved in.
Brad Baard, Creative Director of the Cape Town Carnival, says that the 2014 World Design Capital title has been an impetus for the carnival to approach how the city is able to work differently in terms of incorporating different elements and design.
“This has opened design submissions to the public and brought exciting partnerships and collaborations to life, resulting in a fuller and more fantastic Carnival.”
Rahavendra says that the children from Project Playground will be responsible for designing and decorating the DHL sponsored float, and that they have been given free reign to design the float given that it is in line with this year’s Cape Town Carnival theme of Imagine.
DHL, an official sponsor for Project Playground – a safe platform where children are given the opportunity to develop self-esteem, ambition and belief in the future through after school activities –supports the organization in various ways, from in-kind sponsorship to vocational training and internships for scholars with the view of adding long term value by up-skilling and enabling employment opportunities.
“We see the Cape Town Carnival design project as a viable opportunity to inspire the children, and hope that this creative and fully comprehensive process, from initial design through to the final product, will motivate the children involved to pursue similar career options in the future,” says Rahavendra.
Operations Manager at Project Playground, Mapanya Sogoni, says this particular initiative will benefit those children partaking, from those who are involved in the creative process, to those who will be a part of the float during the parade. “Project Playground encourages children to imagine and learn through play. We believe that this initiative will boost the children’s self-esteem.”
Baard adds that private sector support, such as DHL’s float sponsorship, for multi-cultural, unifying events like the Cape Town Carnival is supportive to our country at a fundamental level.
Rahavandra says that they view the Cape Town Carnival as a worthy project to become involved in due to the ways it celebrates African identity and the diverse communities and cultures within South Africa.
“DHL plays an integral role in community development, and given these shared values and ideas of connecting communities, the Cape Town Carnival presents itself as an attractive initiative to get involved in.”