In 2018, local hair heavyweight brand, Sta- Sof- Fro launched a campaign aimed at empowerment and celebration of the multifaceted nature of women, named Wear You. The movement- built on the brand premise of “versastyle”- spearheading 2 years of successful women’s seminars that took the country and social media by storm.
Making its way into its sixth decade, Sta-Sof-Fro has been a trusted, celebrated and respected hair fashion brand in African markets since the 1960s, making the brand an authority in women related matters- not limited only to hair. The inclusion and empowerment of African women has been at the forefront of the brand and the viral campaign. This year, Sta- Sof- Fro returns with a refreshed campaign, more impactful than ever before.
In 2020 the most unprecedented challenges and changes took place that have affected and continue to affect South Africans and nations across the globe due to the COVID19 health pandemic. An otherwise bleak outlook has seen news of jobs lost, livelihoods risked and worse- loss of lives.
In the spirit of positivity and empowerment, Sta- Sof- Fro is still committed to providing value and giving back to loyal customers. It’s On Us was born out a real necessity consumers face today. Sta-Sof-Fro has undertaken to comply with the safety regulations of South Africa’s lockdown and replace the seminar events with tangible assistance for women in need at this time.
The brand has enlisted the expertise of The Corporate Canvas and Women & Finance to cultivate real solutions and tools to navigate, survive or even thrive at this time. From September to November, Sta- Sof-Fro is offering debt relief in the area of education, bonds/rental payments and vehicle repayments. 20 women will receive assistance to a total combined value of over R200,000. From perfecting elevator pitches, to cleaning CV’s, Student Loans, Buying vs Renting myth busters, mentorship and the ins and outs of car purchasing considerations- the sessions are open to any woman who needs a hand up.
“We are all about empowerment and making a tangible impact in the lives of South African women, as such we wanted to ensure the most marginalised of our valued consumers are afforded the opportunity to get assistance- both from a financial stance, as well as information. So we are thrilled to be partnering with these powerhouses to make it happen,” commented Sta-Sof-Fro Brand Manager Lerato Tikwayo.
How to participate
Consumers simply need to follow the webinars hosted on Sta-Sof-Fro social media pages, and share a 2 minute personal story on our website. Videos and stories can be uploaded on www.sta-sof-fro.com/itsonus. The panel of judges will be made up of Lerato Tikwayo, Sta-Sof-Fro Brand Manager, Mapalo Makhu and Zimasa Qolohle Mabuse- both It’s On Us contributors.