In 2018, local hair heavyweight brand, Sta- Sof- Fro launched a campaign
aimed at empowerment and celebration of the multifaceted nature of women,
named Wear You. The movement- built on the brand premise of “versastyle”-
spearheading 2 years of successful women’s seminars that took the country
and social media by storm.

Making its way into its sixth decade, Sta-Sof-Fro has been a trusted,
celebrated and respected hair fashion brand in African markets since the
1960s, making the brand an authority in women related matters- not limited
only to hair. The inclusion and empowerment of African women has been at
the forefront of the brand and the viral campaign. This year, Sta- Sof- Fro
returns with a refreshed campaign, more impactful than ever before.


In 2020 the most unprecedented challenges and changes took place that have
affected and continue to affect South Africans and nations across the globe
due to the COVID19 health pandemic. An otherwise bleak outlook has seen
news of jobs lost, livelihoods risked and worse- loss of lives.

In the spirit of positivity and empowerment, Sta- Sof- Fro is still
committed to providing value and giving back to loyal customers. *It’s On
Us* was born out a real necessity consumers face today. Sta-Sof-Fro has
undertaken to comply with the safety regulations of South Africa’s lockdown
and replace the seminar events with tangible assistance for women in need
at this time.

The brand has enlisted the expertise of The Corporate Canvas and Women &
Finance to cultivate real solutions and tools to navigate, survive or even
thrive at this time. From September to November, Sta- Sof-Fro is offering
debt relief in the area of education, bonds/rental payments and vehicle
repayments. 20 women will receive assistance to a total combined value of
over R200,000. From perfecting elevator pitches, to cleaning CV’s, Student
Loans, Buying vs Renting myth busters, mentorship and the ins and outs of
car purchasing considerations- the sessions are open to any woman who needs
a hand up.

“We are all about empowerment and making a tangible impact in the lives of
South African women, as such we wanted to ensure the most marginalised of
our valued consumers are afforded the opportunity to get assistance- both
from a financial stance, as well as information. So we are thrilled to be
partnering with these powerhouses to make it happen,” commented Sta-Sof-Fro
Brand Manager Lerato Tikwayo.

*How to participate*

Consumers simply need to follow the webinars hosted on Sta-Sof-Fro social
media pages, and share a 2 minute personal story on our website. Videos and
stories can be uploaded on The panel of judges
will be made up of Lerato Tikwayo, Sta-Sof-Fro Brand Manager, Mapalo Makhu
and Zimasa Qolohle Mabuse- both It’s On Us contributors.

*About the contributors*

Mapalo Makhu is a Published Author of the book; You’re Not Broke, You’re
Pre-Rich. She is an award-winning Personal Finance Coach, Speaker, the
founder of Woman & Finance and a personal finance columnist for City Press.
She has a strong passion for working with professionals and entrepreneurs
to get them excited about their finances and bring their financial dreams
to reality. She holds a BCom Finance Degree and a Post Graduate Diploma in
Financial Planning, she founded Woman&Finance to educate and inspire women
to take charge of their finances and make the best financial decisions for
their current and future selves.

Zimasa Qolohle Mabuse is the Head of Legal & Compliance at Yalu, a
black-owned Insuretech start-up that has been hailed as a company that will
rattle and disrupt the cage of the multi-billion rand South African
insurance industry. Yalu’s policies are underwritten by Old Mutual
Alternative Risk Transfer Limited, while having the Public Investment
Corporation as its main investor.

A careerist first and foremost, Zimasa is also the Editor of The Corporate
Canvas, a career, finance & lifestyle platform for young professionals.

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