Lifestyle, the brand that introduced the Carry Yourself with Confidence campaign, which focused on educating and empowering young school girls in disadvantaged schools has extended their reach this year where 500 schools nationally will be exposed to the dynamic campaign. “As women we are faced with many challenges, from body changes to relationships and social pressures. Many young women do not have the guidance and advice that they need to be able to work through these life changes,” comments Sampa Diseko, Brand Manager for Lifestyle. “The Carry Yourself with Confidence campaign focuses on engaging with young girls between the ages of 11 and 15 at both Primary and High Schools, to provide them with essential life skills needed to deal with the realities of puberty and adulthood.”
According to Diseko the campaign is broken up into phases aimed at empowering and guiding the young girls. The first phase will run from June to July 2012 and is called “I love me”. This phase focuses on puberty and the changes that occur in a young female’s body and how through it all hygiene and self-love, esteem and confidence is important. The second phase will be introduced in August to September 2012 and is called “I celebrate me”. This phase is aimed at celebrating the different personalities and strengths of the young girls and focuses on them being confident no matter how they look and feel. The last phase will take place from February to March 2013 and is called “I invest in me”. This phase is aimed at helping the girls make the right subject and career choices at an early stage so that they are able to invest in their future.
The program will run across 6 regions, reaching approximately 72 000 girls. “We look to make a difference, even if it is one conversation at a time. Change and self-empowerment can be driven through engagement and conversation. Our trained staffs driving the programme are able to relate to the issues, circumstances and challenges of these young girls because context is key when speaking about such matters,” remarks Diseko. Lifestyle’s Brand Ambassador Bonang Matheba is excited to be part of this initiative again, and will be visiting some of the schools to enforce the message of the campaign and how confidence feeds into success. “I loved being involved in the Carry Yourself with Confidence campaign with Lifestyle last year, especially as it celebrated young women, which I got to see first hand. I am thrilled to be part of this initiative again, and hope to make an even bigger impact with Lifestyle and the Carry Yourself with Confidence campaign,” remarks Matheba.