H&M South Africa Champions Literacy with Role Models Campaign Featuring Young Author Bontle
H&M South Africa has launched its latest Role Models campaign, highlighting the country’s literacy crisis through the inspiring story of 11-year-old author Bontle from Pretoria. Selected as an H&M Role Model in 2021, Bontle has captivated the hearts of many with her passion for reading and storytelling. She wrote her first adventure storybook, The Oceanic Oxy Rescue Mission, at just 8 years old, followed by Nyla and the Magician at age 10.
H&M’s Role Models initiative, introduced globally in 2021, aims to elevate and empower kids making a difference in the world, and support them in their endeavours to grow a community of change. The campaign champions young voices and provides them with access to resources for more significant and lasting impact.
As part of this initiative, H&M South Africa is supporting Bontle’s mission by funding a reprint of her second book, Nyla and the Magician, and translating it into isiXhosa, isiZulu, Afrikaans and Sesotho. This effort will make Bontle’s story accessible to more South African children in their home languages, promoting locally relevant literature and encouraging a love of reading among young learners.
Bontle
The latest Progress in International Reading Literacy Study (PIRLS) results revealed a troubling statistic: 81% of South African Grade 4 learners could not read for meaning in any language. South Africa experienced the largest decline in reading achievement among the 57 countries that participated in the study, highlighting the urgency of addressing this educational crisis.
“Readers are leaders”
Bontle developed a love for books at a very young age, but soon discovered that children’s books are in fact written by adults. This realisation ignited Bontle’s passion for storytelling and her determination to share her imaginative stories with the world.
“I am passionate about encouraging children’s voices to be heard. This is important because we need to be able to express ourselves and not be afraid, because if we are, we will not be able to accomplish the things we want to do,” says Bontle. “And don’t forget, readers are leaders!”
R700,000 donation to The LEARN Project
In addition to supporting Bontle’s endeavours, H&M South Africa has committed to donate R700,000 to The LEARN Project, a South African non-profit trust dedicated to uplifting education through books and literacy. Driven by its vision to put a book into the hands of every learner, The LEARN Project equips schools in need with reading materials and creates sustainable school libraries and classroom book corners.
Bontle
The donation is being generated through H&M’s South Africa’s ‘A Bag for Change’ initiative, which sees the fashion brand pledge 50% of the proceeds from shopping bag sales to non-profit organisations driving positive change in local communities.
Caroline Nelson, H&M South Africa Country Manager, comments, “At H&M, we believe in the power of young voices to drive meaningful change. Bontle’s story is a testament to the incredible impact that passion, creativity, and determination can have. By supporting her mission and partnering with The Learn Project, we hope to inspire a new generation of readers and leaders. Together, we can support literacy development in our country and empower children to reach their full potential.”
For more information on Bontle and to purchase her books, visit her website adventureswithbontle.com.