The Change4ever campaign is the Southern Africa Trust’s awareness building, public participation and direct from public fund raising strategy launched in September 2008. Change4everintends to make social giving for lasting solutions to poverty socially desirable, especially amongst a newer generation of people. It’s about changing the way people think about poverty and what they can do to overcome it. It’s about creating a new social consciousness that makes it trendy to be part of the solutions to poverty by supporting credible initiatives. And to make it interesting, fun and easy for people to get involved by supporting creative initiatives that can do the work for them.