SOUL OF AFRICA – Ethiopia

Soul of Africa – Ethiopia

Addis Ababa, Ethiopia

Collaborations with local talent, content development, workshops with local talent to ensure continuity of advertising content that is in line with the brand image

Founded by Lance Clark, from the famous Clark Shoes, SoulOfAfrica (SOA) makes shoes in South Africa, Tunisia and Ethiopia, generating much-needed earnings. Run tightly, as an efficient business, it has generated over £481,100 – all transferred to the Soul of Africa Trust that has invested the funds in projects to help almost 18,000 African orphans.

By making African inspired light and flexible shoes in Africa, SOA runs as an efficient social enterprise and invests the profits to create further jobs in the continent and to support local communities.

Soolkaama was contacted by Dulma Clark, the MD of the company to help produce marketing collateral for the brand. Apart from documenting the work she required, we also conducted workshops in the charities supported by Clarks shoes. We taught product photography to young students so that they could continue to produce the content for the company and also earn revenue while doing so. Photography is a difficult business, but when companies are willing to support local talent it can become a source of sustenance and also an exciting vocation for young minds.