Like many young South African’s during the initial, and somewhat unstable period, of our country’s democracy, Fisher moved his young family to Australia with the intention to build a new life. Two years in Australia could not cure him of his passion for his home country and he returned in 2005, determined to make a difference.

Fisher was drawn to the Adopt-a-Light initiative, playing the role of commercial partner through creating street pole ads to generate outdoor advertising revenue - and ADreach was formed. The concept was simple: convince a corporate to “Adopt” (install) a streetlight in undeveloped areas in exchange for street pole ads in areas like Sandton. This model was based on the premise that business could leverage off existing infrastructure in affluent areas, generate sufficient income to install an equivalent number of streetlights in areas like Alex, and still yield a profit for ADreach – and it worked.

Today, ADreach is one of the top five outdoor advertising companies in South Africa operating in 48 towns/cities throughout the country. “We have our sights on expanding through Africa, but in a cost-effective and sustainable manner by forming partnerships with established local businesses in the targeted regions for growth,” Fisher says.

ADreach has ambitious socio-economic development projects that could create up to 20 000 jobs. The company’s latest CSI initiative, WastePreneurs, is aimed at uplifting the informal waste collectors that operate throughout Johannesburg, while simultaneously providing a professional waste collection service for residents and businesses.

“True grass roots economic empowerment is possible in South Africa,” says Fisher, “Big businesses should be leading the way in driving growth and supporting SMME’s in their own sectors as well as with supporting genuine socio-economic development. We have shown it is possible to run a successful, profitable company as well as uplift people and provide opportunities for small businesses to grow.”

“In our 18 years, we have grown with South Africa and embraced all the challenges that come with this,” explains Fisher. “It is only through realising that business can be a powerful engine for upliftment in this country that one begins to accept responsibility for making a real difference in people’s lives. The opportunities are endless and once you marry this with passion, great things are possible.”

For more information, visit www.adreach.co.za. Alternatively, connect with them on Facebook or on Twitter.