Informal street marshals wear reflector vests provided by the Mitch footwear company. Photo: Supplied
The “Mitch”, a sneaker brand that has gained popularity in South Africa’s urban areas, has launched a nationwide campaign to support informal traffic marshals.
The campaign will be implemented in all provinces at identified busy intersections, providing meals, safety reflective vests and warm clothing to informal traffic controllers as the winter season approaches.
Due to the country’s persistent load shedding crisis, traffic lights without power have become a daily occurrence.
As a result, there has been a significant increase in the number of informal traffic controllers who have taken it upon themselves to ease traffic congestion.
Despite receiving no compensation, these individuals have been instrumental in ensuring the safety of motorists by facilitating smooth traffic flow and preventing accidents.
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The Mitch sneaker company was established in 2022 by businessman Johnny Modiba, who founded the brand with the aim of inspiring individuals to pursue their dreams.
Modiba, hailing from a small town in Tzaneen, Limpopo, understood the importance of confidence in achieving one’s aspirations, and recognised the potential of his brand to boost the confidence of others.
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Modiba observed the diligent efforts of the street marshals, which seem to have been going unnoticed, and resolved to make a difference that would bring about a beneficial outcome in their lives.
The initiative is already underway in Fourways, Johannesburg.
“What made me to create this campaign is the appreciation of work we have seen the street marshals do by giving to the community and businesses in overall without anyone taking recognition of that and we thought it will be a good gesture and acknowledgement of the work they do from Mitch Sneakers Company to them as a token of appreciating them,” said Modiba.
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The Mitch company intends to express its gratitude to the marshals and effect a change in their lives by furnishing them with supplies and equipment for their work.
“We are going to provide the street marshals with Personal Protective Equipment (PPE) which includes: Reflectors, hand gloves, Caps, and we will also provide food & soft drinks for them,” said Modiba.
There is a reason behind every occurrence, and Johnny’s decision to initiate this campaign was no exception.
“The aim of this initiative is for traffic to be better controlled on our roads and assist with issues of socio-economic that are affecting their lives,” Modiba said.
“The biggest contribution to socio-economic issues are the lack of jobs and educational support, and of course, we are eventually aiming to identify those that are really looking for help to become better people within the country’s economical systems.”
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Modiba aspires to partner with non-governmental organisations (NGOs) to aid the street marshals by providing them with adequate training for their occupation and other resources.
“As the Mitch company, we are hoping that there could be a collaboration with NGOs and near businesses to those sections to assist and giving them professional training, provide them with ablutions facilities, food, safety clothing and some stipends where is possible.
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Despite Modiba’s efforts to make a positive impact on the lives of the street marshals, he is seeking sponsorships and partnerships to sustain this noble endeavor.
“We are open to any form of support any business is willing to offer, giving a hand by using a recycling campaign of providing them with clothing, food, ablutions facilities, accommodation and any other things they’ll need to support their state of health and conditions,” he elaborated.
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Despite Modiba’s enthusiasm for this campaign, he cannot guarantee its permanence as it all depends on the progress of the campaign.
“The permanence of this campaign will be based on the income Mitch company will be making, and at the same time, by the support from NGOs, business and government agencies that will be coming on board to support this campaign but our wish is to see it lasting for a longer period of time.
“We will definitely be involved in other campaigns and that will be informed by environments at that time. Lots of creativity in the pipeline that embraces Mitch’s uniqueness,” said Modiba.
To make donations, offer sponsorships or partnerships, or obtain further details regarding the Mitch company, please refer to the following contact information:
@Mitchwear_za across all socials (instagram, twitter, facebook, TikTok)
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