Last year, as part of its youth penetration strategy, Orange sponsored the annual Mr and Miss USIU beauty pageant to the tune of Kshs 1.5 million, The sponsorship also had a  corporate social responsibility aspect as the students had identified a community project that was to benefit from the proceeds of this event.

Dubbed ‘Redefined for a responsible youth culture’, the event was geared at raising funds for the less fortunate living around USIU. The students identified Marurui Primary School as the beneficiary of the money raised through the pageant.

Marurui Primary School is a government-run institution that draws its student-base from the Marurui slums that border USIU. The residents of these slums live in abject poverty, with many of them relying on daily wages. Most of the residents of Marurui slums were former coffee plantation casual workers, based on the coffee farms that were prominent in the area a few years ago.

Money donated by sponsors of the pageant who included Orange was used to rehabilitate a block of six classrooms – giving them new floors and windows. The donation also went to the purchase of tree seedlings and paint that were used to bring life to the school compound.

In October, a group of Orange staff joined the USIU fraternity at the hand-over event, which also incorporated a clean-up and tree planting exercise as well as painting of some of the areas of the school.

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