Community Empowerment

Pride 'n Purpose is our not-for-profit organisation, committed to helping disadvantaged communities living adjacent to the Sabi Sand Reserve. Originally established in 2003 by members of the Ulusaba family, all the charity’s running expenses are covered by Virgin Limited Edition and Virgin Unite, the Virgin Group’s non-profit foundation, resulting in 100% of donations going directly toward much needed projects in the region. The Pride 'n Purpose philosophy is that people are most effectively helped if they are empowered to help themselves. With this in mind, the organisations's work focusses primarily on sustainable initiatives and it is estimated Pride 'n Purpose benefits over 150,000 people across 14 communities. Many communities surrounding Ulusaba lack basic needs such as access to clean drinking water, basic healthcare, food, childcare, and job opportunities. Pride n' Purpose exists to improve living conditions in these communities and the work it does is divided into four key areas.