For the premiere season of The Color Purple at Joburg Theatre in 2018, the show’s producers and the founder of RADA, J-P Nobrega, decided to collaborate in order to create awareness around the very issues raised in the story of The Color Purple.

The Color Purple deals with issues surrounding rape, sexual and emotional abuse, women’s rights, the disruption of the gender roles and more.

RADA (an acronym for rape, alcohol, drugs and abuse) is a non-profit company that aims to take positive, meaningful and effective action to combat life’s atrocities, many of which are addressed in the story of The Color Purple.

Xoliswa Nduneni-Ngema, Chief Executive Officer of Joburg City Theatres remarks “We want to inspire people beyond watching a story of the human spirit. By collaborating with RADA, we aim to create further awareness of these issues and atrocities against women, and hope to give people the courage to fight and overcome their own nightmares.”

Nobrega stated in 2018, “In its simplest form, RADA aims to spread a message of love and empowerment.  By the same token, The Color Purple epitomises this message and encompasses a story of incredible achievement through terrible adversity.”

This mutually beneficial alliance between The Color Purple and RADA resulted in a collaboration on various outreach projects to further spread the message of hope to South Africans within the themes of the musical and according to the principals of RADA.

It was therefore a straightforward decision for the two brands to extend their partnership for the third season of The Color Purple at Joburg Theatre.