How a brand or a corporate organisation reacts in times of national disaster says a great deal about its values and culture. In an age when brands are increasingly looking to enlarge engagement with their consumers, how better than to engage in a time of critical need? In the wake of the devastating fires that wreaked havoc in the Cape and resulted in the loss of hundreds of homes, many brands and organisations showed their compassion and heart by stepping in. Absa, FNB and Standard Bank each donated R10m towards disaster relief. Absa also provided 5,600 Cape Epic tents for those who had lost their homes, while FNB made its branches in the area available as drop-off points for public donations and relief supplies. Kulula offered 100 free flights to firefighters and offered cargo space on flights to transport donations from Johannesburg to Cape Town. In Knynsa, the local Spur served thousands of hamburgers to those displaced by the fires. Many local hotels offered free accommodation ...

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