The ADreach journey initially began through Fisher’s setting up and development of some of South Africa’s most iconic Markets – including the Rosebank Rooftop Market and the Blue Shed at the Waterfront in Cape Town. These Markets The platform that gave micro Traders Determined to lay the foundations for a business which forged a way to make real
change, Fisher came up with the Street Pole Ads product (Display Frames on Streetlights) – a shared value business in support of an initiative called Adopt-A-Light: Corporates were given the opportunity to install streetlights in impoverished areas like Alex and in return for valuable branding
exposure in areas like Sandton.
Adopt-A-Light developed into a broader initiative known as Adopt-A-Project, extending on the successful ethos of Business driving Socio Economic Development into broader initiatives with a focus on SMME Development. The upshot of all of this can be summarised as follows:

1. ADreach has generated over R150 million for City of Joburg for these projects
2. The business itself has shown a positive return on Investment with its successful Street Pole Ads product, considered to have the highest recall of all Out of Home Advertising
   platforms
3. Fisher has always believed (and proven) that big businesses can and should drive growth and support for SMME’s (and still achieve profitability) by using positions of influence and
   resources to deliver on social projects as well as open up the space to uplift small businesses
4. ADreach’s most successful Socio Economic Development initiative is the Soweto Canoe and Recreation Club (SCARC). This initiative, which aims to uplift the youth of the historic
   township through the power of sport, has been so successful that an award-winning Film was made on it (Beyond The River) is producing some of South Africa’s top up and coming paddlers. (interestingly this also fulfilled Fishers goal of giving something back to the sport of canoeing – himself an international paddler in his day – competing for SA in the Denmark World Cup.
5. Wastepreneurs is another successful SMME upliftment project – and has effectively assisted over 100 informal Wastepickers into little Micro Supplier businesses

In 2017 Fisher joined Andile Ramaphosa to build on 20 years of knowledge in this space to develop an initiative called SDI (Supplier Development Initiatives) that has been endorsed by several major Corporates and critical influencers like DTI and IDC. SDI has been widely acclaimed and supported by several major SA Corporates and critical influencers like DTI and IDC.

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