The University of Johannesburg (UJ)‘s Marketing and Brand department has given a second life to the branding that marked its twentieth anniversary, transforming retired banners into 500 pencil cases for learners at Pimville Primary School in Soweto in celebration of Mandela Month.
The initiative, called From Brand to Impact, goes beyond recycling. It demonstrates how resources that have reached the end of their original purpose can be reimagined to create lasting value for communities.
Working with sustainability partner iBala and the University’s Community Engagement department, the branding materials were carefully repurposed into durable pencil cases that were handed to learners during a Mandela Month outreach programme supported by the City of Johannesburg, Pikitup, the Nelson Mandela Foundation, Soul Food and legendary South African musician Sipho Hotstix Mabuse.
“We wanted our twentieth anniversary to leave a legacy that extended beyond our campuses,” said Michelle Radikariki, Senior Manager of Marketing and Brand, UJ. “Rather than disposing of the branding, we asked how it could continue serving people. The answer was simple. Turn it into something that supports education and creates lasting impact for young learners.”
The project reflects UJ’s Strategy 2035, which places Societal Impact and Sustainability at the centre of the University’s mission.
UJ’s Marketing and Brand Coordinator, Andisiwe Ngwenya, explained that this initiative challenged the team to think differently about the role of branding. “Every banner had another story to tell. What many people saw as obsolete material, we saw as an opportunity to make a meaningful difference. Sustainability is not only about reducing waste. It is about creating value where others no longer see it.”
Working closely with its Community Engagement Division, UJ identified Pimville Primary School in Soweto as the beneficiary of the From Brand to Impact initiative, ensuring the upcycled pencil cases reached learners who could immediately benefit from them. The handover formed part of a broader Mandela Month programme, where learners also participated in environmental awareness activities led by Pikitup, encouraging responsible citizenship and a shared commitment to caring for their communities.
Radikariki highlighted that initiative is more than an upcycling project, as it demonstrates the power of collaboration to create meaningful societal impact. “By bringing together the University, government, industry and civil society, the initiative transformed retired branding from UJ’s twentieth anniversary into practical educational resources that support young learners while reducing waste and promoting sustainable thinking.
“The project gives tangible expression to UJ’s Strategy 2035, particularly its commitment to Societal Impact and Sustainability. It shows that innovation is not always about creating something new. Sometimes it is about seeing new possibilities in what already exists and using them to improve lives.”
