Leading the way in support of South Africa's hosting of the 2010 soccer worldcup, Laser has launched a series of activities to voice their support.

The Laser Group (Laser) - a member of the 2010 Central City’s Partners Forum – was already one step ahead when it took the idea to heart during April last year, with the countrywide launch of their ‘Proud Supporter’ campaign. This year, their most recent display of support was in their partnership to the tune of R250 000 towards SuperSport’s Let’s Play a Million Campaign. The Let’s Play campaign is a joint initiative with Unicef and the Department of Educations’ Sport for Development programme.

Laser’s support of the campaign will ensure the distribution of 10 000 soccer balls to needy primary schools throughout South Africa this year, and it launched its participation on 21 April when learners from Manenberg Primary and Liwa Primary and St Mary’s Primary schools in Langa were treated to an inspirational soccer experience by local soccer stars from Ajax and Santos Football Clubs during a mini coaching clinic.

According to Philip Hayes, CEO, ‘At a time of great uncertainty, South Africa’s certainty is this: the hosting of the 2010 FIFA World CupTM is its beacon of hope, its greatest ever opportunity to showcase its talents, its beauty and its ability to host a truly global audience’.

There are less than 365 days left to the great event, and Laser has enthusiastically put out a challenge to other corporates to actively demonstrate their support and excitement in the run up to the event. ‘It is our best ever opportunity not only to promote our country, but also our best ever opportunity to prove to the world that the dream of the rainbow nation is a reality and that diversity of culture should be embraced. Most importantly, it is our opportunity to display our world-class capability, skill and ability to deliver. This is why Laser is so excited about the 2010 World Cup, an event that presents us with the opportunity to achieve all of these goals and further strengthen our position for the future,’ said Hayes.

Without infringing on the FIFA worldwide branding rights, Laser’s ‘Proud Supporter’ campaign aims to encourage its people to identify with this great opportunity. Hayes is conducting presentations nationally (throughout the Group) and his message emphasizes the build up to the event, and creating an awareness of the legacies that will be left for our country, our people. The ‘Proud Supporter’ campaign also includes dedicating a double page spread in its internal publications, running competitions for its staff, and putting the ‘Proud Supporter’ stamp on everything – offices, vehicles, all communication channels, at client engagements, on corporate wear, promotional material, even their corporate social responsibility programmes and skills development and training material have been aligned to have a football flavour.

Football fever is spreading at Laser, and so too, the excitement in the lead up to the event. ‘We are thus very excited by our ‘Proud Supporter’ campaign. We believe wholeheartedly that sport will unite people far beyond the boundaries of playing fields and stadiums and initiatives such as these provide us with a platform to reach thousands of young South Africans, a chance to make a real connection and impact. We look forward to other corporates joining us in this endeavour and waving the “Proud Supporter” banner.’

To date, more than 2 000 staff have pledged their support of the 2010 games. Hayes advised that the ‘Proud Supporter’ team would love to share their experiences with other corporates.