Dihlabeng Mall says that the 'Your Story is Our Story' campaign extends the mall's presence beyond retail, focusing on even deeper community engagement.

To create the 'Your Story is Our Story' campaign materials, the centre invited the people it values most — it's shoppers — to feature in the campaign. A photo shoot took place at the mall where young and old, families, tenants, team members and other people were all invited to participate, says the mall.

The result was nothing short of astounding, says the mall. Edited with a striking black and white aesthetic, the visuals created are authentic, engaging and truly captivating. 

According to Dihlabeng Mall, several images have already been showcased on the centre's social media and digital platforms, and on murals and posters inside the mall, with a rollout of several more to come. New participants are being invited with a competition currently running on the centre's Facebook page. 

Spreading Joy, Gratitude and Care 

Currently in its initial phase, the initiative has already made a significant impact. One of the first actions taken was the distribution of food parcels to families in need. These parcels were given to households in a small community near the mall, where many families are cared for by a local house church, says the mall.

The mall says that its team also reached out to rural families living in informal housing along the roadside, providing them with much-needed support. Additionally, local caddies at the nearby golf course were surprised with food parcels, a gesture that deeply touched both the recipients and those who witnessed the act during a prize-giving ceremony.

According to the mall, the initiative also brought warmth to the community with the distribution of hot drinks. What began as a plan to share cups of soup with tenants and staff in the mall grew into a much larger effort, thanks to a partnership with Pick n Pay. Hundreds of cups of soup and bread rolls have been handed out, spreading comfort and goodwill.

Furthermore, the mall extended this warm gesture to matric pupils at local high schools, providing them with hot chocolates as they prepared for their exams. This act of kindness was a way to show the students that the community supports them during this critical stage in their academic journey, says Dihlabeng Mall. 

A Campaign That Evolved With the Community

Additionally, the mall says that it rolled out several other thoughtful initiatives as part of the project. These include:

  • sharing cappuccinos and cupcakes with elders in the community
  • distributing specially curated care boxes to meet the needs of teenage girls, newborns in state hospitals and individuals requiring general hygiene products, and 
  • sharing joy boxes with those whose acts of kindness or accomplishments bring positivity to others. 

Looking ahead, plans are underway to continue the surprise and delight moments in the lead-up to the festive season, and the start of the 2025 school year, says the mall.

Dihlabeng Mall concludes that commitment to the community is ongoing, and the 'Your Story is Our Story' campaign will continue to evolve. Through these initiatives, the mall plans to continue strengthening its relationships with the people of Bethlehem, celebrating their unique stories and honouring the resilient spirit that makes this community strong. 

For more information, visit www.dihlabengmall.co.za. You can also follow Dihlabeng Mall on Facebook or on Instagram. 

*Image courtesy of contributor