Johannesburg, 10 June 2025 — In a bold move to address South Africa’s chronic literacy crisis, the Cotton On Foundation has officially launched its Beyond Words initiative. This Youth Month, the campaign steps up as a dynamic partnership between the Cotton On Foundation and the Nomzamo Lighthouse Foundation, aiming to raise and invest R20 million into nationwide literacy development.

The numbers paint a grim picture: 81% of Grade 4 learners in South Africa cannot read for meaning, and 78% of public schools lack libraries. Beyond Words is a direct response to this, offering not just hope, but an actionable strategy to reverse these statistics.

South African actress and activist Nomzamo Mbatha, a long-time collaborator with the Cotton On Foundation, spearheaded the launch at John Pama Primary School in Nyanga. She was joined by respected children’s authors Gugu Sidaki and Sihle Nontshokweni, further cementing the campaign’s commitment to community-driven literacy development.

A Multi-Faceted Drive Beyond Books

This is not a superficial book drive. The Beyond Words Library and Literacy Project aims to build libraries in under-resourced schools, provide locally authored children’s literature, and implement reading instruction, library management, and literacy software training. In addition to physical books, the initiative integrates digital literacy resources and teacher support programmes, equipping learners for a future that demands both analogue and digital literacy skills.

For over a decade, the Cotton On Foundation has quietly embedded itself in youth upliftment programmes globally. In South Africa, it’s responsible for building two schools in KwaZulu-Natal and countless other youth-focused initiatives. Beyond Words represents an evolution from bricks and mortar to the heart of education itself: literacy.

The project’s rollout is supported by The Bookery, a seasoned implementation partner with a track record of establishing 98 libraries, distributing 375 000 books, and directly impacting over 98 000 learners since 2010.

Hope For A New Generation

“This is more than charity; it’s a structured, measurable programme aimed at delivering lasting, meaningful change,” says Acanda Jaswa, Cotton On Foundation Manager for South Africa.

Nomzamo Mbatha echoes this sentiment: “Literacy isn’t a luxury — it’s a necessity. It’s the foundation for opportunity, self-expression, and dignity. Beyond Words offers young South Africans the chance not just to read, but to truly imagine, learn, and lead.”

From Youth Day on 16 June to Mandela Day on 18 July, the public can support this initiative by donating or purchasing Cotton On Foundation products at Cotton On, Typo, and Factorie stores or online. Every purchase contributes directly to funding this literacy revolution.

For campaign updates, follow @cottononfoundation across social platforms.

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