Gaborone – The Miss World Botswana Organization is proud to announce a landmark partnership with Project 124 Africa under the powerful global Beauty With A Purpose (BWAP) initiative, following the official signing of a Memorandum of Understanding (MOU) on the 15th July 2025 at the Regent Hotel in Gaborone.
This historic partnership cements a shared mission to drive lasting, community-led transformation across Botswana, with Project 124 stepping into a central role as core mentors and strategic advisors to Miss Botswana 2025 and future Queens.
“This marks a pivotal moment where Beauty With A Purpose evolves from a pageant component into a national movement, we are committed to transforming this into a measurable, impactful drive that resonates with everyday Motswana.,” said Mr. Benjamin Raletsatsi, the Director of Miss World Botswana.
“Through this partnership, we will redefine how BWAP projects are developed, rooted in collaboration, relevance and sustainability. The definition of beauty must grow to reflect the diversity and strength of all women and that’s exactly what Ruth is championing, ” Raletsatsi added.
While Project 124 has supported Miss Botswana initiatives in the past, this MOU officially ushers them into the legacy as long-term partners in the Beauty with a purpose project execution.
“We are excited to have Project 124 work closely with Miss Botswana 2025, Ruth Thomas, to bring her Beauty With a Purpose vision to life, the team at Project 124 welcome to the legacy, welcome to the purpose, welcome to Miss Botswana,” Raletsatsi further added.
Executive Director of Project 124, Mr. Goitsemang Khutsafalo, reiterated the organization’s deep involvement in supporting and guiding Miss Botswana’s BWAP efforts.
“This is a commitment to impact communities, as we will be involved throughout Ruth’s project during implementation, mentoring, and beyond. This partnership reflects national sustainability goals and speaks directly to the soul of our communities. When beauty aligns with purpose, it can bring powerful change,” said the Executive Director of Project 124, Mr. Khutsafalo.
For her part, Miss Botswana 2025 Ruth Thomas also shared insight about her Beauty With a Purpose project, which she says is born from her experience as a beauty advisor.
“In my journey as a beauty advisor, I’ve worked with women who live in despair, burdened by the pressure of unrealistic beauty standards,” Ruth said. “I believe women are art. Despite our differences which should be our liberty we must find beauty in our authenticity. My Beauty With a Purpose project aims to teach women and the world to embrace their own individual beauty.”
The MOU signals a shared responsibility between Miss World Botswana and Project 124 Africa to redefine what Beauty With a Purpose means and how it should resonate with Batswana, ensuring every Queen’s advocacy becomes a sustainable, measurable, and nationally relevant impact story.
As the partnership is officially sealed, this collaboration serves as a national call to action for every Motswana to be part of a journey where beauty is not just seen, but felt through impact.
