Brad Fisher is the CEO of ADreach and the founder of the Soweto Canoe and Recreation Club (SCARC); one of the company’s highly successful social development initiatives.
The ADreach journey initially began through Fisher’s involvement in the development of some of South Africa’s most iconic markets – including the Rosebank Rooftop Market and the Blue Shed at the Waterfront in Cape Town. It was here that the idea for SPAs was born after he advertised the newly formed Rosebank market by sticking 1000’s of fliers on street poles to promote it.
Building on his initial drive to advertise the Rosebank Market, Fisher began constructing a business by putting up newspaper banners; and soon, other companies began requesting opportunities to advertise their businesses in the same manner.
Not long after this, questions regarding the legality of this practice arose and Fisher entered into negotiations with the City of Johannesburg to formalise SPAs.
Determined to lay the foundations for a business which forged a way to make real change, Fisher developed the Adopt-a-Light initiative in which newly formed SPA company, ADreach, would put up Street Lights in Alexandra for every new contract signed for SPA’s in Sandton.
By the time the Adopt-a-Light initiative came to an end, ADreach had generated R200 million in streetlights for the Joburg council. What could have been seen as an unwanted tax by some was used as an opportunity by ADreach to effect real change on a grand scale.
ADreach has a number of SPA product offerings, which provide the best high exposure and most cost-effective brand advertising in South Africa. They are considered to have the highest recall of all Out of Home Advertising platforms; ensuring more people will remember SPAs than any other types of outdoor media.
ADreach believes strongly that big businesses should be and can drive growth and support for SMME’s in their own sectors by using positions of influence and resources to open up the space to uplift businesses.
ADreach has a number of corporate social development initiatives; one of which is the Soweto Canoe and Recreation Club (SCARC). This initiative, which aims to uplift the youth of the historic township through the power of sport, is producing some of South Africa’s top up and coming paddlers.
Pasty Malefo is associated with the Mamelodi Leadership that established the International SOS children’s villages in South Africa in 1985. He led the team that negotiated the local government dispensation in Tshwane and later was the Chairman of the Erstwhile Pretoria City Council.
He is currently the Chairman of the audit committee of Umvuzo Medial Aid Scheme and Director of the Blue Bulls Company and Chairman of the Social, Ethics and Transformation Committee of the Blue Bulls Company.
He has been part of the ADreach Group since its inception and his vast and extensive experience is what fuels his dedication and passion in his role as Chairman of the ADreach Group.