Emerging craft initiatives are to become a key driver in addressing poverty alleviation and skills development in vulnerable communities through a strategic partnership between government and the corporate sector.
The Department of Arts and Culture (DAC) and Old Mutual have joined forces to form the DAC-OM Legends Programme, which aims to provide a platform that will turn local craft initiatives into viable businesses. The partnership was formed through the absorption of the most promising projects from the DAC Investing in Culture Programme into the Old Mutual Legends Programme. The two parties will sign a Memorandum of Agreement to seal the partnership tonight at the Protea Hotel in Polokwane.
Minister of Arts and Culture, Ms Lulu Xingwana, says, “Our people through their creativity are constantly developing traditional cultural expressions such as the design and production of crafts, basket weaving and songs. These expressions make meaning and establish identity. These works of art are made from clay, paper, cardboard, wires, plastic bags, among others. This collective creativity provides a basis for social cohesion and sustainable development.”
Andile Ncontsa, head of the Old Mutual Foundation, says through the partnership a need was identified for emerging craft initiatives to be transformed into financially sustainable and self supporting businesses.
“Through this partnership emerging craft initiatives will be empowered to become sustainable businesses that will provide decent jobs and income for local people, especially those in vulnerable communities,” he says.
Ncontsa says there are currently 11 672 beneficiaries in the combined DAC Investing in Culture Programme and the Old Mutual Legends Programme. Through the partnership at least 30 beneficiaries/projects will be identified for intensive product development, business development and market access.
Studies conducted by the DAC indicate that 1.2 million people earn their living through crafts and related trade areas. The goal is to strengthen the sector and to create enabling conditions for it to flourish. The Department of Trade and Industry estimates that South Africa’s craft sector alone contributes about R2 billion to South Africa’s Gross Domestic Product (GDP) annually.
“Old Mutual will also provide financial education and access to preferential loans for second stage business growth through the Masisizane Fund, to qualifying beneficiaries to ensure that they are able to manage their businesses efficiently. Our business is global but our heart and roots are South African. We are committed to contributing towards the creation of business skills that will protect and preserve our heritage and the planet for future generations,” adds Ncontsa.
Minister Xingwana concludes that, “We need to acknowledge that South Africa is a recognised global player in the arts, culture and heritage sector. This year’s heritage month celebrations come at a time when South Africa is gaining ground in the world’s arts, culture and heritage landscape …Our task is to further strengthen our sense of belongling to South Africa and through our crafts to nurture a common value system that strengthens our unity as a nation."
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