Standard Lesotho Bank, in collaboration with Blue Ribbon and the South African Embassy, is spearheading a Winter Drive campaign this week in Maseru to support vulnerable communities with warm clothing during the cold season.
The bank’s marketing manager for PR, communications, and sponsorships, Manyathela Kheleli, described the initiative as a heartfelt gesture aimed at helping those in need survive the harsh winter months.
“This campaign reflects our commitment to social responsibility and giving back to the community. By distributing essential clothing, we aim to ease the hardship faced by vulnerable groups while fostering a spirit of compassion and kindness across the country,” Kheleli said.
He noted that the Winter Drive began last year as a small, staff-led initiative and has since grown significantly. “Building on last year’s success, we have expanded the campaign to a national level with the involvement of key partners such as Blue Ribbon and the South African Embassy.”
According to Kheleli, the collaboration enhances both the reach and impact of the campaign, underscoring the bank’s dedication to working with like-minded organisations to bring about meaningful change.
While the campaign is primarily focused on social impact, Kheleli highlighted its broader economic benefits. “Partnering with local businesses stimulates economic activity and encourages collaboration. Supporting vulnerable people also helps ensure they can contribute to the economy, rather than depending solely on government aid.”
He concluded, “Ultimately, our goal is to make a meaningful difference in the lives of Basotho. The Winter Drive campaign is an important step towards that mission.”
