Prom me up campaign unites powerhouse partners to give matric learners a night to remember

In a collaboration rooted in compassion, empowerment, and shared community values, Crawford International Sandton, Benmore Centre, Epic Foundation, the Black Coffee Foundation, Cellucity Benmore, and Boston Media House have joined forces to deliver a memorable evening for 200 learners from Fidelitas Comprehensive School in Soweto.

For many students, financial constraints make participation in matric dances impossible. The Prom Me Up initiative addresses this gap by offering full support – from attire and grooming to transportation, catering, and entertainment. The official event will be held on August 2, and will feature a red-carpet experience, celebrity DJ-hosted entertainment, and a three-course meal, ensuring every student feels celebrated and valued.

“This campaign is more than just about prom; it’s about inclusion, self-worth, and unlocking joyful memories. Our goal is to help every student feel seen, supported, and celebrated,” said Nicolette McGregor, centre manager at Benmore Centre.

Benmore Centre is proud to partner with the Epic Foundation to ensure every student gets to attend their prom with confidence, style, and dignity. A dedicated pop-up store will be created in July, giving students in need the opportunity to select their perfect prom outfits and accessories in a welcoming, respectful space. This initiative is made possible through generous donations collected at their in-centre donation point.

As a strong advocate for youth empowerment, Crawford International Sandton has taken a leadership role in driving the campaign forward by mobilising student volunteers, teachers, and parents to contribute to the planning, styling, and mentorship of Fidelitas learners. Since launching this matric dance initiative in 2017, Crawford International Sandton has worked tirelessly to ensure that no ,” said Nadia Cooke, marketing manager at Crawford International Sandton.

In collaboration with Boston Media House, these special moments will be beautifully captured, turning this once-in-a-lifetime experience into a lifetime memory for each student. This initiative also supports the Epic Foundation’s Fairy Godmother Project, ensuring a lasting impact well beyond prom night.

The Black Coffee Foundation, known for its influential presence and dedication to uplifting youth, has lent its support to help extend the campaign’s reach and impact across the country. “Our involvement in Prom Me Up reflects our belief that every young person deserves a platform to dream and shine, regardless of their circumstances,” says Lungie Maphumulo, CEO of the Black Coffee Foundation.

Together, these organisations are proving the power of collective action and shared purpose.

Donations can be dropped off at Benmore Centre from June 16. Items in good condition – formal wear, accessories, shoes, and unused beauty products – are welcomed.

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