concept copy strategy
concept copy strategy
Endorsed by football legend Pelé, we employed unemployed South Africans and immigrants in local townships to make footballs as they are made in rural areas of Southern Africa. Constructed from various forms of recycled waste and recyclable materials, workers were paid for every ball made with some earning as much as R6000 a month.
The balls were sold online through the Barefootball website, at the Cape Town International Design Indaba, in Vida-E Cafes in South Africa and the UK and also to corporate entities. Johnson & Johnson SA decided to sponsor the project and integrate it into their CSR efforts. It won them an award in the Sunday Times Annual CSR awards in 2010.
Every ball had a unique number and everyone who bought one was encouraged to register their ball and “pass it on” digitally through the website to encourage others to take part in the initiative.
Premium retailer Woolworths sold Barefootball themed bags and balls in selected stores nationwide and contributed to marketing efforts. The bags themselves were made by an empowerment project in Cape Town aiming to employ out-of-work women from Cape Town townships.