Cotton On Foundation Launches Beyond Words Literacy Drive
A Bold New R20 Million Literacy Campaign Aims to Turn Around SA’s Crisis in Reading Comprehension and Education Access.
Johannesburg, 10 June 2025 — In honour of Youth Month, the Cotton On Foundation has unveiled an ambitious new literacy initiative aimed at addressing South Africa’s deepening literacy crisis. Dubbed Beyond Words, this nationwide campaign strengthens the Cotton On Foundation’s longstanding partnership with the Nomzamo Lighthouse Foundation, targeting a collective investment of R20 million into literacy infrastructure and programmes across the country.
Confronting South Africa’s Literacy Emergency
The initiative emerges against the sobering backdrop of 81% of Grade 4 learners unable to read for meaning and 78% of public schools lacking functional libraries. Rather than another fleeting charity exercise, Beyond Words positions itself as a unified, strategic, and scalable response to a crisis that has long threatened the country’s educational and economic futures.
Officially launched earlier this month at John Pama Primary School in Nyanga, the project brought together prominent advocates for education, including actress and humanitarian Nomzamo Mbatha, author Gugu Sidaki, and children’s writer Sihle Nontshokweni.
A Holistic, Multi-Faceted Initiative
Beyond Words goes beyond mere book donations. It encompasses:
- The construction of libraries at under-resourced schools
- Distribution of locally authored children’s books
- Training for teachers in reading instruction and literacy software
- Ongoing support in digital literacy resources and library management
This approach aims to improve reading levels and equip young learners with the tools necessary to thrive in the modern world.
Building On A Global Legacy
The Cotton On Foundation’s South African footprint already includes two schools in KwaZulu-Natal and numerous youth-focused initiatives. The Beyond Words campaign represents a natural progression from building learning spaces to reinforcing the foundations of literacy itself.
Partnering with The Bookery, a respected literacy NGO, the project capitalises on over a decade of grassroots impact — 98 libraries established, 375,000 books distributed, 171 library assistants trained, and over 98,000 learners reached.
A Call To Action For Youth Month
Cotton On Foundation Manager, Acanda Jaswa, states:
“Beyond Words is our commitment to showing up for our youth and changing the future of literacy in this country. It’s a structured, measurable programme designed to bring real, lasting change.”
Echoing this sentiment, Nomzamo Mbatha remarked:
“Literacy is the key to comprehensive learning and a gateway to opportunity. Beyond Words offers not just books but tools for empowerment and imagination. I’m incredibly proud of what this partnership stands for.”
Between Youth Day (16 June) and Mandela Day (18 July), the public can support this drive by donating or purchasing Cotton On Foundation products — tote bags, wipes, breath mints, water, and sanitisers — at any Cotton On, Typo or Factorie store, or via cottonon.com. Proceeds go directly to the Beyond Words initiative.
For updates and information, follow @cottononfoundation on social media.
