Building capacity in the communities in which it operates is a key driver for Johannesburg-based property company iFour. It is with this in mind that iFour officially opened the first LifeLine centre in one its flagship retail centres in Orange Farm this week, in partnership with LifeLine Vaal Triangle.

At the opening of the LifeLine office in the Palm Springs Mall in Orange Farm earlier this week, iFour managing director James Nunes said that this initiative will kick start the company’s Corporate Social Responsibility strategy, and aligns to the major social issues in the area, such as HIV/AIDS, gender violence and skills development.

iFour’s presence in high-density developing rural areas around the country means that it is ideally positioned to make a significant difference to the communities surrounding its retail centres, and in partnering with the various LifeLine branches it is able to address some of the core needs of the communities.

“LifeLine has been active in South Africa for many years and is well-known for its interventions in the areas of trauma, abuse and HIV/AIDS,” said Nunes. “Our partnership with LifeLine will enable us to carry out our business responsibly, while contributing to community upliftment. We are committed to succeeding on all levels – both as a business and as a community partner.”

iFour will be leasing retail space to LifeLine Vaal Triangle on a rent-free basis to enable LifeLine to expand its reach in this area. LifeLine Vaal Triangle already has a successful centre in Sebokeng, and will model the Palm Springs/Orange Farm centre on the Sebokeng model.

iFour’s vision is to have Lifeline representation in most of its retail centres within a matter of years. However, iFour is adamant that the projects must deliver tangible benefits to the community, with measurable results as to the influence of LifeLine in the area. “It is not our strategy to throw money at social problems and concerns,” said Nunes. “iFour considers its CSR projects as investments into the country, the community, and iFour itself, and thus expects a reasonable return on its investment.”

Targeted CSR will remain a key area of focus for iFour going forward, and there are already plans in place to branch out into other areas of community upliftment in the near future. Participating in the community in a meaningful way is one of the most important strategic objectives for iFour, enabling the organisation to build a positive brand amongst its consumers, while building stronger and more sustainable communities.

Ends….

ON BEHALF OF:

iFour

TEL: (011) 889 8700

CONTACT: James Nunes, Managing Director Cell: 082 455 2283

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