Sunshine Cinema, a solar-powered media distribution network, leverages the power of film to drive engagement on key behavioural change topics.

The network also aims to address the growing issue of youth unemployment by training young people to become media facilitators, equipping them with a mobile, solar cinema kit called 'The Sunbox'.

The Sunbox allows these media facilitators to screen films in their communities, sparking conversations and enriching the lives of citizens through art — while promoting active citizenship.

The debut event, hosted in partnership with the National Film and Video Foundation, saw two movies screened. These included Liyana and The Letter Reader and was a fully-booked success, pathing the way for future screenings, according to the network.

Zakithi Buthelezi, operations director at Sunshine Cinema, says, "In preparation for this event, we were seeking assistance from relevant contractors who wanted to contribute positively to strengthening the fabric of broken societies and communities. As a renowned media owner, we decided to approach Tractor Outdoor to see if they could assist; and they responded instantly."

Tractor Outdoor went on to build a sturdy screen to display the two films at no cost.

"Through this partnership, we were able to show that public participation is at the heart of what we do and this will help us expand our reach in the communities that need upliftment the most," says Tractor Outdoor.

According to the media owner, its partnership with Sunshine Cinema is another initiative that aims to help the broader community. It also dovetails with its recently launched '#20in2021' SME Initiative.

'#20in21' pledges to assist businesses hardest hit by the pandemic through a much-needed marketing boost, helping them to increase sales and secure top of mind awareness.

Simon Wall, CEO at Tractor Outdoor, concludes, "For any business to succeed, the community in which it calls home needs to thrive. I am a firm believer in the need for social entrepreneurship and the necessity for business and the broader industry to assist in the support of initiatives that address socio-economic challenges."

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