Today Woolworths, in partnership with Relate Bracelets and MyPlanet, launched its new bracelet range called Every Paw Print Counts in aid of endangered species.

“We are excited about this new initiative which will expand our range of products sold in aid of various causes and will take it a step further in that the sale of bracelets will include the added dimension of uplifting the local community,” says Ralph Jewson of Woolworths.

These bracelets not only support the valuable work done by well known wildlife conservation organisations to save three threatened species, but also those involved in making the bracelets.

Initially three bracelets styles have been launched; one, featuring a Wild Dog paw print, sold in aid of Wildlife ACT Fund’s wild dog project another, featuring a rhino foot print, sold in aid of the Endangered Wildlife Trust’s rhino project and the third supporting the cheetah conservation projects of both Endangered Wildlife Trust and Wildlife ACT.

“Causal marketing like this is a fantastic way for ordinary South Africans to make a contribution to a cause they believe in while also enabling them to physically display what they care about.” says Dr Simon Morgan, Trustee, Wildlife ACT Fund.

By purchasing Relate bracelets (if it doesn’t have a signature ‘R’ bead, it’s not a Relate bracelet), shoppers are not only helping to save South Africa’s endangered wildlife, but are also improving the lives of the otherwise unemployed men and women making the bracelets. Wearing a Relate bracelet further increases awareness about social and environmental concerns, by being a connection and talking point between consumers supporting the same cause.

Relate is a not-for-profit social enterprise that creates opportunities to change lives through the making and selling of handmade bracelets. Relate’s  uniquely sustainable business model sees approximately a third of proceeds donated to a specific cause (in this case endangered species), the next third or so provides earnings and skills training for local bracelet-makers and supports local enterprise development initiatives in South Africa, and the final third or so covers costs such as materials and packaging.