Cancelled, Not Defeated: What the Cape Town Marathon Taught Us About Crisis Communication

Days of carbo-loading, litres of hydration, Vaseline in strategic places, number pinned, outfit ready, and a restless night behind us. Race day was here. The Cape Town Marathon 2025.

Just before 05:00, friends were picked up and we headed out to collect the rest of our running group. Then, one WhatsApp after another began to pop up. On the dot at 05:00, the rumour became reality: the Cape Town Marathon was cancelled.

Shock. Disbelief. Denial. Anger. All in seconds.

Surely not? Maybe this was a mistake? A hack? A bad joke?

But as the official messages came through, reality set in. The 2025 Cape Town Marathon was indeed called off for safety reasons.

For everyone who had trained for months, it felt like studying for an exam only to have it cancelled on the day. The disappointment was deep. Yet, from a communication perspective, there is much to learn from how the organisers handled this curveball.

Crisis Communication in Motion

1. There was clearly a plan
When a decision of this magnitude hits, chaos usually follows unless there is a plan. Across Facebook, Instagram, and WhatsApp, the messaging was consistent, calm, and coordinated. It was clear that communication had been prepared, not improvised. In a true crisis, consistency is credibility.

2. Empathy and clarity led the message
The tone was simple and sincere: runner safety is the priority. That statement alone set the foundation for the rest of the day. Had the race gone ahead and something tragic happened, the backlash would have been far worse.

3. Leadership visibility matters
Hearing directly from the CEO, Clark Gardner, made all the difference. In moments of crisis, people want to hear from the person at the top, the voice that carries authority and accountability. The video message explaining the decision helped replace speculation with understanding.

4. Timing and transparency
Some runners questioned the timing and whether it could have been announced earlier. Perhaps it could. It is also fair to assume that the team was weighing every possible option, consulting safety officials, and waiting for final confirmation before making the call.

Importantly, once the announcement went out, communication did not stop there. Questions about refunds, medals, and future entries were addressed throughout the day. That is how trust is maintained: not through perfection, but through continuous, honest updates.

Turning a Crisis into a Case Study

This was not just a test of endurance for runners, but a test of communication for organisers. They demonstrated the four essentials of effective crisis communication:
Consistency. Empathy. Leadership. Transparency.

Yes, it was disappointing. But it was also responsible. When the wind gusts hit and the risks became real, the organisers made the right call, and they communicated it with care.

When the unexpected happens, integrity and compassion are what keep organisations and people moving forward.

Written by: Regine le Roux, Founder and Managing Director of Reputation Matters

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regine@reputationmatters.co.za

0833021528

The Benefits of Crocheting

 The Benefits of Crocheting

Crocheting is so much more than a hobby. Research and lived experience show that it offers:

• Stress relief and mindfulness, much like meditation.
• Improved fine motor skills and concentration, as every stitch builds focus.
• A sense of accomplishment and creative expression, seeing something beautiful grow from just a strand of yarn.
• Social connection, whether through crochet circles, community projects or simply sharing tips with fellow makers.

From Waste to Worth

At Re.Bag.Re.Use, crocheting goes a step further. Instead of using store-bought yarn or wool, our makers work with plarn (plastic yarn) made from repurposed materials. Every ball of plarn, which is equivalent to ten empty bread bags, gives waste a second life, keeping plastic out of landfill and oceans. Each stitch not only transforms waste into functional art but also creates a little bit of extra pocket money for local women who cut, roll and crochet these materials into unique, multi-functional products. The result is beautiful functional art with both purpose and impact.

Get Involved

Why not give crocheting a try? We have made it simple with our plarn and crochet hook starter packs, designed to help you take your first steps. Our step-by-step tutorials on Instagram, Facebook and TikTok, sponsored by Blue Ribbon, guide you through the basics so you can begin at your own pace.

• Crochet for Beginners: https://www.tiktok.com/@blueribbonza/video/7486369506806304055
• Learn the difference between a single and half double crochet stitch: https://www.tiktok.com/@blueribbonza/video/7496387643744324919
• Make a basic bracelet: https://www.tiktok.com/@blueribbonza/video/7504573494621900037
• Seamlessly add a new colour to your work: https://www.tiktok.com/@blueribbonza/video/7519398092634918149

Buy your plarn starter kit here: Blue Ribbon Plarn Starter Kit

We’d love to see your creations. Share your photos and stories with us using #rebagreuse #wastetoworth

For more information, please visit www.rebagreuse.com

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Spring-clean your database. Your reputation depends on it.

CRISIS!! You need to inform those closest to your organisation about what has happened, how it will affect them, and how you plan to respond. These important relationships include both internal and external stakeholders such as employees, customers, media contacts, suppliers, and partners. They all need to hear from you immediately.

But wait. You need a moment to check who they are and how to get hold of them? You cannot quite remember where you saved the list. Each division has its own version in different formats. That is a red flag. It is a serious reputational risk. Why? Because your reputation is built on relationships. You cannot strengthen or protect those relationships if you do not know how to reach the people who matter most. The same applies when you want to conduct research. You cannot gather opinions if you do not have the correct contact information. 

“At Reputation Matters, when we measure reputations, it is not the questionnaire development or even the analysis that takes the most time,” shares Regine le Roux, Founder and Managing Director. “More often than not, it is getting databases updated before we can even go into the field. For many, it is easy to push database cleaning down the to-do list, when in fact it is a strategic necessity. Taking the time to clean out the clutter pays off: a clean database protects you in a crisis, speeds up research, and strengthens relationships with the people who matter most.

This is your annual reminder to ‘spring clean’ your database. 

Why messy databases damage reputation

• Slow crisis response. If you cannot reach the right people fast, speculation fills the gap and trust erodes.
• Wrong audience, wrong message. Blasting everyone looks lazy. Targeting the right people shows respect.
• Poor first impressions. Misspelt names or outdated titles say you are not paying attention.
• Compliance risk. Protection of Personal Information (POPI) consent and opt-outs are non-negotiable. Ignoring them invites complaints and reputational blowback.
• Missed opportunities. Out-of-date databases mean you lose track of potential clients, partners or collaborators who could add value.

Spring-clean your database in one focused hour

You do not need fancy systems to start. You just need discipline.

1. Purge and merge. Remove duplicates, archive non-responders, and merge partial entries.
2. Fix the basics. Check names, roles, contact numbers, and preferred channels. Replace generic info@ addresses with real people.
3. Tag for targeting. Simple tags such as client, prospect, supplier, media make communication sharper.
4. Record consent. Track POPI consent and make opt-outs effortless.
5. Capture at source. Enter every new contact immediately, even if your Customer Relationship Management (CRM) is just a spreadsheet.

Make it a habit

Spring is a good reminder, but your database needs care all year-round. Add a quarterly tune-up to your to-do list, or even make it someone’s Key Performance Indicator (KPI). The small investment of time pays off in credibility, efficiency, and trust.

The payoff

A clean database protects you in a crisis, speeds up research, and keeps you connected to the right people in the right way. The bonus: in the process of cleaning, you might just uncover fresh opportunities such as a past client ready to reconnect, a prospect you had forgotten about, or a collaboration waiting to happen.

Bottom line: Clean data. Clear communication. Strong reputation.

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Re.Bag.Re.Use Footstool Proves Old Tapes Can Tell a New Story

Caption: Re.Bag.Re.Use’s VHS footstool has been awarded Bronze in the Creative Solutions category by the South African Plastics Recycling Organisation (SAPRO). Made from discarded VHS tapes, wood offcuts and fabric scraps, this handcrafted piece proves that waste can be reimagined into something bold, functional and beautiful. Covered in crocheted VHS tape and finished with reclaimed materials, it is a true celebration of creativity, community and sustainability. Special thanks to upholsterer Fatsan John Singano and crocheter Joana Mnisi for creating this beautiful piece!

The Re.Bag.Re.Use initiative has been awarded Bronze in the South African Plastics Recycling Organisation (SAPRO) Awards, Creative Solutions category, for its innovative VHS footstool. This accolade celebrates the ingenuity of transforming hard-to-recycle waste into meaningful, functional and sustainable design.

Crafted entirely from repurposed materials, the VHS footstool is a striking example of creativity meeting sustainability. The internal structure is built from discarded VHS cassettes, while the tape inside each cassette is deconstructed and crocheted into a durable, textured cover. Offcuts of wood and fabric, sourced and upholstered by a local upholsterer in Imizamo Yethu, Hout Bay, complete the finishing and provide strength, comfort, and style.

What makes the footstool truly unique is that it contains 100% repurposed material, with absolutely no virgin input. To date, nearly 1,000 VHS tapes have been diverted from landfills through this project.

Regine le Roux, Founder of Re.Bag.Re.Use, says, "This award is not just recognition for the product, but for the community behind it. Every piece we make tells a story of sustainability, creativity, and opportunity. The VHS footstool, beautifully brought to life by upholsterer Fatsan John Singano and crocheter Joana Mnisi, challenges how we think about waste. It proves that even the most obsolete items can be given a new life that is both stylish and functional."

The initiative does more than protect the environment. By working with women in the community and local businesses, Re.Bag.Re.Use creates income-generating opportunities, offering both dignity and purpose through craft.

Oliver Bonstein, General Manager of SAPRO, adds, "The VHS footstool stood out because it combines innovation with real-world impact. It shows how design thinking and craftsmanship can address complex waste streams while creating something people want in their homes. It is this type of creative repurposing that drives our recycling economy forward."

The award underscores the vital role that small-scale, artisanal solutions play in tackling South Africa’s recycling challenges. While modest in scale, the VHS footstool demonstrates the potential of creativity and collaboration in building a more sustainable future.

Re.Bag.Re.Use are not collecting VHS tapes at this stage, but their award-recognised products are available to purchase at www.rebagreuse.com. For something tailor-made, you are welcome to place a bespoke order via sales@rebagreuse.com

For more information about Re.Bag.Re.Use visit www.rebagreuse.com

For more information on SAPRO https://www.plasticrecyclingsa.co.za/

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From Waste to Worth: How Women are Crocheting a Cleaner Future

 

Caption: Mother and daughter duo Maggie Rabbiea Milanzi (right) and Jacquline Morake (left) are proud members of the Re.Bag.Re.Use team. Based in Mpumalanga, they work together to transform empty Blue Ribbon bread bags into functional art. Jacquline meticulously cuts the plastic her mother crochets during her daily commute to Pretoria. The extra pocket money they receive once the products are finished helps cover household essentials like groceries and school supplies. It is a story of purpose and partnership, one stitch at a time.

With Women’s Day being celebrated on 09 August, we take a moment to honour the incredible women behind the Re.Bag.Re.Use initiative. Across South Africa, from Mpumalanga to Hout Bay, six cutters and 15 crocheters are transforming empty bread bags into vibrant, functional art. This is not just about reducing waste. It is about restoring dignity, creating purpose and unlocking economic opportunity for women through creativity and community.

This Women’s Month, Re.Bag.Re.Use is shining a light on the creativity and resilience of the remarkable women behind the initiative. Each product tells a story of beauty, resourcefulness and hope.

"It is about seeing potential where others see waste. Turning something headed for landfill into something people love and use. That is the magic of Re.Bag.Re.Use; making something out of nothing," says Regine le Roux, founder of the initiative.

Among the team is Maggie Rabbiea Milanzi, a crocheter from Mpumalanga who was taught her craft by her mother. By day, Maggie works as a cleaner in Pretoria. During her daily  commutes, she uses her time to crochet beautiful products using plastic strips cut by her daughter, Jacquline Morake, a new mother herself.

"I love being able to use my creativity to earn a little extra for my family," says Maggie. "The money helps with groceries and baby essentials. I am proud to be part of Re.Bag.Re.Use," adds Jacquline.

Their story is one of many. Thanks to the generous support of Blue Ribbon, the Re.Bag.Re.Use team has repurposed more than 14,800 Blue Ribbon bread bags in the past year alone. That amounts to nearly 104 kilograms, the weight of a baby elephant. Since the project began in April 2020, they have saved more than 144,000 bags from landfill. That is the equivalent of over eight baby elephants.

"This partnership reflects our commitment to sustainability and community development," says Stephanie Hoy, Marketing Executive for Bakeries at Premier FMCG. "It is about helping families create brighter futures through creative, practical solutions.

"Our bread bags are 100% recyclable. But we love seeing them upcycled before they even reach a recycling facility," adds Hoy. "This is sustainability with purpose."

Consumers can support the project by purchasing a Re.Bag.Re.Use product. Because when women thrive, communities grow stronger.

The Re.Bag.Re.Use range can be viewed here: www.rebagreuse.com/blueribbon.html

View videos:

Meet Maggie: https://www.facebook.com/BlueRibbonBread/videos/592032340243599

Meet Jacquline and Maggie: https://www.facebook.com/BlueRibbonBread/videos/971351754827508

Caption: Maggie Rabbiea Milanzi, a proud member of the Re.Bag.Re.Use team, lives in Mpumalanga and commutes to Pretoria for work. During her daily journeys, she crochets beautiful, functional pieces using empty Blue Ribbon bread bags, turning waste into something truly wonderful.

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About Blue Ribbon Bread

Flour. Water. Yeast. The three simple things that make a loaf of bread, but it’s the ability to share, care and connect over Blue Ribbon bread, which has been bringing South Africans together since 1882. Continuous improvements to our product recipe means that our loaves are packed full of flavour and freshness – always delivering on that mmmm Yum Taste. 

About Re.Bag.Re.Us

Re.Bag.Re.Use is an award-winning community-driven initiative that repurposes discarded bread bags into handcrafted, multifunctional items. Launched in Hout Bay, Cape Town, the project empowers local women by providing them with skills and income opportunities, while promoting environmental sustainability. Each product tells a story of social upliftment, with a portion of the proceeds supporting local charities, including the Neighbourhood Old Age Home (NOAH) and the SPCA. Re.Bag.Re.Use is transforming waste into opportunity, one stitch at a time.

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Reputation Does Not Clock Out After Hours

 

The Coldplay concert may have dazzled fans, but the real headline came from the audience. A now-viral kiss-cam clip captured a couple in an affectionate embrace. It soon emerged that the pair were both senior executives from the same company. One is the CEO. The other, the Chief People Officer. Both are married, just not to each other. The moment raised eyebrows and has since sparked widespread conversation about leadership, integrity and public perception. The spotlight shifting from entertainment to ethics.

At Reputation Matters, we work with organisations and leaders to build and protect their reputations. One of the core truths we emphasise is this: a leader cannot separate personal choices from professional consequences. You are your values, on and off the stage.

Reputation is built through consistent, authentic behaviour. The best leaders embody their values daily. What you do in private speaks just as loudly as what you say in public. When those do not align, trust breaks. Culture weakens. Confidence erodes.

Leadership is not about what you say in strategy sessions. It is about what people observe in everyday actions. It is about being someone your team can respect and rely on. If your private decisions contradict your company’s purpose or values, then they are not values. They are marketing lines.

To quote Warren Buffett: never do anything in life that you would be ashamed to see on the front page of your hometown newspaper.

Two families are affected. A team and a brand are caught in the aftermath. This is more than viral content. It is a sobering reminder that values must be lived, not laminated.

Authentic leadership is the foundation of any meaningful reputation. Your team is always watching. So is the world.

"What values are you living offstage?"

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Repurposing with Purpose: Celebrating Upcycling, One Stitch at a Time

Caption: Joana Mnisi, one of the talented hands behind Re.Bag.Re.Use, carefully crochets a new creation using upcycled Blue Ribbon bread bags. For Joana, every stitch is a lesson, a legacy, and a promise: to keep learning, to lead by example, and to leave behind a cleaner world for her grandchildren.

As International Upcycling Day approaches on 24 June, Re.Bag.Re.Use is proud to spotlight the power of turning waste into worth. This creative community initiative, based in Hout Bay, brings together 21 women: 15 crocheters and six cutters who repurpose discarded bread bags into beautiful, multifunctional items.

Through their hands and hooks, plastic waste is given new life as stylish, sustainable products that not only reduce environmental harm but also generate income, spark creativity and foster community pride.

One of the first women to join the Re.Bag.Re.Use team, Joana Mnisi, shares her journey.

A grandmother with a gentle smile and a determined spirit, Joana has become a quiet yet powerful presence in the group. Armed with patience and purpose, she transforms empty plastic bags into beautiful multi-functional crocheted creations that carry more than groceries. They carry a message.

“Each stitch is a small step towards a cleaner environment,” she says. “When my grandchildren visit, I show them what I’m working on and remind them that waste doesn’t have to be wasted. It’s something we can reuse. It’s something we can learn from.”

Joana’s craftsmanship is second to none. Her attention to detail and commitment to excellence set a high standard for the team. For her, the journey is both environmental and personal. She continues to learn new patterns and techniques, proving that growth has no age limit. “I never imagined I would be learning like this at my age,” she says. “Every project teaches me something new.”

Thanks to the generous support of Blue Ribbon, the Re.Bag.Re.Use team has repurposed an astonishing 14,843 Blue Ribbon bread bags from June 2024 to May 2025. This weighs in at just under 104 kg, roughly the weight of a baby elephant. Since the project began in April 2020, they have collectively diverted more than 144,000 bags from landfill, over 1,009 kg of plastic saved. For a touch of perspective: that’s the equivalent of more than eight baby elephants.

“At Blue Ribbon, we believe in creating a better tomorrow through the choices we make today,” says Jenelle Bosman, senior brand manager at Blue Ribbon. “Supporting Re.Bag.Re.Use allows us to contribute to cleaner communities, while empowering women like Joana to teach the next generation the value of upcycling and environmental care.”

Together, these 21 women are crocheting change, one bread bag, one loop, one stitch at a time. Their work is proof that upcycling is not only about reducing waste, but about creating value, dignity and opportunity in every thread.

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Media Contact

Regine le Roux

0833021528

regine@rebagreuse.com

 

 

About Blue Ribbon Bread

 

Flour. Water. Yeast. The three simple things that make a loaf of bread, but it’s the ability to share, care and connect over Blue Ribbon bread, which has been bringing South Africans together since 1882. Continuous improvements to our product recipe means that our loaves are packed full of flavour and freshness – always delivering on that mmmm Yum Taste.

 

About Re.Bag.Re.Us

Re.Bag.Re.Use is an award-winning community-driven initiative that repurposes discarded bread bags into handcrafted, multifunctional items. Launched in Hout Bay, Cape Town, the project empowers local women by providing them with skills and income opportunities, while promoting environmental sustainability. Each product tells a story of social upliftment, with a portion of the proceeds supporting local charities, including the Neighbourhood Old Age Home (NOAH) and the SPCA. Re.Bag.Re.Use is transforming waste into opportunity, one stitch at a time.