Cotton On Foundation Launches ‘Beyond Words’ to Tackle South Africa’s Literacy Crisis
In celebration of Youth Month, the Cotton On Foundation has unveiled a powerful new initiative aimed at reshaping the future of literacy in South Africa. Titled Beyond Words, the nationwide campaign is a collaborative effort between the Cotton On Foundation and the Nomzamo Lighthouse Foundation. Together, they’ve set an ambitious goal: to raise and invest R20 million in literacy initiatives across the country.
The campaign is rooted in urgency. A staggering 81% of Grade 4 learners in South Africa cannot read for meaning, and 78% of public schools still lack libraries. Beyond Words addresses this crisis head-on—while also offering a beacon of hope. It signals a long-term, solutions-driven investment in literacy, community upliftment, and educational transformation.
Launching a Movement for Change
The Beyond Words Library and Literacy Project was officially launched at John Pama Primary School in Nyanga. South African actress and humanitarian Nomzamo Mbatha, who leads the Nomzamo Lighthouse Foundation and has worked with the Cotton On Foundation for years, headlined the event. She was joined by acclaimed children’s authors Gugu Sidaki and Sihle Nontshokweni, whose presence reinforced the campaign’s focus on accessible, local storytelling.
A Holistic Approach to Literacy
The initiative is multi-faceted and far-reaching. It involves building libraries in under-resourced schools, providing culturally relevant books written by local authors, and training educators in reading instruction, library management, and the use of literacy software.
Going beyond just books, the campaign also incorporates digital tools, teacher development, and sustained support. By equipping educators and learners alike with the right resources, Beyond Words aims to help children not only read—but thrive in an increasingly complex world.
Building on a Legacy of Impact
The Cotton On Foundation has been supporting youth and education projects globally for over a decade. In South Africa, this includes the construction and support of two schools in KwaZulu-Natal and numerous other youth-driven initiatives. Beyond Words is a natural progression in their journey—shifting from creating learning environments to strengthening the foundation of learning itself.
Crucial to the campaign’s success is The Bookery, a respected literacy-focused NGO and the project’s official implementation partner. Since 2010, The Bookery has helped establish 98 school libraries, distributed over 375,000 books, and trained 171 library assistants—impacting more than 98,000 learners nationwide.
Driven by Hope and Action
“Beyond Words is our commitment to showing up for our youth and changing the future of literacy in this country. It’s not a short-term fix. It’s a structured, supported and measurable programme designed to bring real change where it’s needed most.”
says Acanda Jaswa, Cotton On Foundation Manager, South Africa
“Literacy is the key to comprehensive learning and enabling a child to live a fulfilled life. It’s also a pathway to opportunity and empowerment. With Beyond Words, we are not only giving learners books but also giving them the tools to understand the curriculum better, to imagine, and to grow.”
Nomzamo Mbatha adds,
How You Can Support
From Youth Day on 16 June through to Mandela Day on 18 July, the public can get involved by purchasing Cotton On Foundation products—like tote bags, wipes, bottled water, breath mints, and hand sanitisers—from Cotton On, Typo, or Factorie stores nationwide, or online. All proceeds will go directly to supporting the Beyond Words project.
Stay connected and follow the campaign’s journey on social media via @cottononfoundation.
