Music, Film & Fragrance: How Pura x Malala Fund Empower Girls’ Education
A film premiere, preceded by a vibrant dance party featuring traditional ngombe drums, recently concluded in a village in Tanzania’s Pwani Region, sparking community conversations about gender bias and girls’ education. The event, organized by Media for Development and Advocacy (MEDEA), is part of a broader effort supported by the Malala Fund and funded by Pura to address systemic barriers preventing girls from accessing education.
The film screening is intended to initiate “reflective conversations” within the community, according to Sheilla, Communications and Partnership Lead for MEDEA. These conversations aim to address issues like gender-based violence, early marriage, poverty, and discrimination – factors that frequently force adolescent girls out of school across Tanzania and globally.
The initiative is linked to the launch of the Pura x Malala Fund Collection, a series of fragrances incorporating scents native to Tanzania, Nigeria, Pakistan, and Brazil – countries where the Malala Fund actively works to improve girls’ access to education. Eight percent of net revenue from the collection will be donated directly to the Malala Fund.
Pura’s partnership with the Malala Fund, established in 2022, focuses on investing in locally-led solutions. The organizations believe those closest to the challenges are best positioned to develop sustainable solutions. Pwani Region, bordering the Tanga Region to the north, Morogoro Region to the west, and Lindi Region to the south, and surrounding the Dar es Salaam Region to the east, is one area benefiting from this approach. The region’s population was 2,024,947 as of 2022, with Kibaha serving as its capital.
Beyond Tanzania, similar initiatives are underway in Brazil and Nigeria. In Brazil, the organization Odara is working to combat racial discrimination that contributes to high dropout rates among Black, quilombola, and Indigenous girls. Their “Ayomidê Odara” program, supported by a Malala Fund grant, provides mentorship and platforms for girls to voice their experiences and advocate for their education. Naiara Leite, Executive Coordinator of Odara, emphasized the historical context of anti-Black prejudice stemming from Brazil’s history as a major recipient of enslaved people.
In Nigeria, the Centre for Girls’ Education, founded by Mama Habiba, is establishing “safe spaces” where girls can develop literacy, numeracy skills, and learn to advocate for themselves. These spaces address issues like early marriage, which affects one in three girls in Nigeria, and aim to empower girls to negotiate their educational paths with their families. Mama Habiba highlighted the importance of completing secondary school to delay marriage and improve girls’ future opportunities, contributing to healthier families and more resilient communities.
The Pura x Malala Fund Collection’s fragrances are designed to evoke the unique character of each region, with scents like starfruit, ylang ylang, and pineapple representing Nigeria, and spices representing Tanzania. The collection aims to connect consumers with the stories of girls and local leaders working to overcome educational barriers, reinforcing the belief that supporting girls’ rights globally benefits all communities.