May 31, 2016


Pretty Things for Little Things Returns.

The Shoprite Group in conjunction with Age-in-Action is once again sponsoring the Pretty Things for Little Things campaign that encourages customers, especially senior citizens to put their creative talents to work by making clothes and toys for children in disadvantaged communities. 

Founded in 2003, the guiding principle behind the campaign is that all children, regardless of financial status, race, or religion, are deserving of those things which can help give them a happier and more fulfilling life. Run as a national competition, entrants are challenged to use their natural talents to warm a child’s heart, while simultaneously standing a chance to win generous prizes for themselves.

Items can be made from any material, as long as they are practical, durable and safe. There are four categories into which items can be entered, namely; “soft toys”, “blankets”, “clothing” or “other” which includes articles made from materials such as wood, tin or wire. Submissions are open from 1 June 2016 and close on 31 August 2016.

More than 160 000 items have already been collected and distributed to children across South Africa since Pretty Things for Little Things was launched in 2003, a tradition this year’s campaign will be looking to complement.

Although the initiative is open to everyone, only senior citizens 60 years or older are eligible for prizes. Every item made is valuable as it will be given to a child who may have never had a toy, blanket or item of clothing before.

Items can be entered at any Shoprite or Checkers store in South Africa or at any of the Age-in-Action regional offices.

Three winners per category will be selected in each province. The provincial winners each receive vouchers to the value of R2000, R1500 and R1000 for 1st, 2nd and 3rd places respectively. National winners receive vouchers to the value of R5000, R3000 and R2000 for the top three positions respectively. The vouchers can be used at any Shoprite, Checkers or Checkers Hyper store across the country.

Ingrid Cupido, CEO of Age-in-Action says senior citizens, often referred to as 'the forgotten generation’ face isolation and depression. “Pretty Things for Little Things is the only campaign of its kind which acknowledges senior citizens by giving them purpose, even if it is for a short while. They look forward to this time of the year because they know they will be making something which will bring joy to a child out there,” she adds.

For Shoprite, the Pretty Things for Little Things campaign is part of the Groups #ActForChange programme - an ongoing commitment to giving back to the local communities in which it operates. A seemingly small act of kindness such as crafting a toy or blanket for a needy child can have a huge impact in their life. Shoprite believes that all children have the right to be nurtured and loved. The campaign is a practical demonstration of how a retailer as large as Shoprite can join forces with the often forgotten but important part of society – senior citizens – to bring joy to thousands of children across the country.

For more information on how you can make a difference, visit Age-in-Action's website or download the entry form here

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