SUPPORT TO THE MAASAI COMMUNITY: Women,...

Annual Rapport 2013: Support for the Maasai Community. 1

SUPPORT TO THE

MAASAI COMMUNITY:

Women, Education and

Sustainability.

ANNUAL REPORT 2013

ADCAM-Mara Vision Educative & Women Project


INTRODUCTION

ADCAM- Alternative Trade, Development and Microcredit Association is an organization

aimed at promoting social projects in different parts of the world. We are specialized in education,

women and microcredit, offering support to productive cooperatives in developing countries,

training women in a trade, giving them a job opportunity and establishing marketing channels with

Northern countries, which guarantee the projects sustainability. We also give special attention to

education, seeking to promote actions in this regard to work from root the problems of the most

disadvantaged population, at the time to develop and evolve according their own beliefs. For

further information see www.adcam.es

Since 2007 we are working with the Maasai community in Kenya, to promote integral development

through three lines of action:

Women: We have created a production cooperative of more than 1,600 artisans throughout

the Mara territory, including Kenya and Tanzania, who work in the production of ethnic

motives on leather, under the demand of the Spanish company Pikolinos Group, who

then manufactures and markets a Maasai sandal summer collection and accessories.

Education: In 2011 we created a primary school that has offered schooling to more than a

hundred children till 5th grade, otherwise they would not have access to it. This year, the

breakthrough has been the creation of a library at the school, which is enabling an

improvement in educational resources and a greater openness to the community by

organizing literacy classes for adults.

Sustainability: This year we have just fully equip our camp, started getting a stream of

responsible tourism that will enable the sustainability of the school and the project. We

have also enhanced actions for environmental improvement and we have make a well that

has brought unprecedented progress for the community.

All the lines continue to evolve year after year in a satisfactory manner, thanks to private supports

from various sponsors, the ADCAM team work and constant illusion, and the Maasai community.

Finally, one of the most important achievements in 2013 has been the ADCAM USA

establishment, with Tax ID: 46-2854742. Among our goals has always been to establish

relationships and synergies with other organizations worldwide, with the intention of seeking

support for our projects, as well as serve as a model to replicate the successful experience we are

carrying out with the Maasai community .

The ADCAM USA constitution has been possible thanks to Bisila Bokoko's involvement, BBALP

President and Jeanette Chang, Hearts Magazines International Vice President and International

Director, being the Chair of Honor of our Committee . With this step, we open endless

opportunities to give more projection to the actions we are taking and expanding the possibilities of

continuing our work in Kenya.

There follows are more detailed fulfillment of this year goals.


ACTION LINES FULFILLMENT

LINE 1: “WOMEN AND COMMERCIALIZATION”

This line is what has been taking, year after year, bigger magnitude in the project, and that is

favoring us to a greater visibility of our project worldwide.

After achieving sustainable growth of production and the introduction of

the Maasai sandal in the U.S. market, this year is expected to take

another step in the diffusion of the project through various media events

in Japan, to promote it in the Asian market.

The evolution level in the production has been very important, from 7.850

pairs of sandals in 2011, to 11.000 pairs in the 2012 collection, and more

than 25.000 pairs in 2013.

For the fourth production already on its way since August for the

Summer 2014 collection, is expected to maintain the same demand of

the previous year, which is employing more than a thousand Maasai

artisans.

To meet this commitment, ADCAM year after year continues to improve the distribution logistics

and material collection around the Maasai Mara, including the border with Tanzania.

The most notable improvement in 2013 was the increase of women artisans benefited by the

project, which has been a challenge for ADCAM Kenya coordination and distribution responsible.

Although the productive work is done in 5 months, the organization for this course of action

requires actions throughout the year, differentiate in three phases:

PHASE I: PRODUCT DESIGN and WOMEN IDENTIFICATION (March-August):

Design preparation and approval for PIKOLINOS production.

As last year, the initial design prepared by Pikolinos design team, has evolved into several

versions , based on the suppliers and customers market scores.

This year also, has greatly increased the complexity of the designs, with footwear models that

require much more preparation by the artisans, both in complexity and in pieces.

For the ADCAM team and the Maasai women, this is a sign of the confidence gained from

Pikolinos Group, through professionalism and demonstrated efficacy over the years.

We are prepared for a highly competitive job.


Revalidation agreements with women artisans cooperatives:

The agreement renewal in this fourth year of production has been a simple task, since the entire

Maasai community knows and supports the ADCAM project as a unique opportunity for their

maintenance and development.

We have 11 women artisans cooperatives network, and this year has been expanded in number

especially in the Tanzania area. This is, by the creation of a second logistic center in the area, and

because the ADCAM team has decided to give priority to this area, since participation in the

project is their only source of income. Unlike what happens with the Maasai Mara communities,

there is less tourism and therefore have no option to sell their crafts if not through a project like

ours.

PHASE II: PRODUCTION (August to February)

Raw material.

This year, as we did last year, we have continued to purchase

raw materials in Narok Maasai market, with the intention of

contributing to their economic boost to the prosperity of local

traders and distributors.

We had difficulty getting some of the colors that were

previously designed, based on the availability of other years,

but finally we were able to overcome this setback and find the

necessary beads in order to cover the Pikolinos Group demand.

It's important to highlight that the 100% of the materials used are those of the Maasai crafts,

representing a transfer of identity and a sense of authenticity to women while working in the

process.

Women's training.

One more year, the ADCAM team has moved to Kenya to train the most skilled women of each

cooperative, so that they could assume the role of forming a group under their leadership , which

have the function of supporting the artisans of all workplaces in their difficulties during the 5

months of production, and with the logistic responsible, perform the products quality control.

The training was held at the school grounds during the month of

August, with the artisans responsible for each cooperative.

These women have subsequently made the transfer to other

artisans to start producing, distributing each model between

different workplaces. The dynamics of learning is fully integrated

and working directly on the datasheet that is made for each shoe

model.


This greatly facilitates the formation, the labor diffusion between the total artisans volume involved

in the project and the group production capacity, being one of the key elements in the samples

evolution , based on the varying demands made by Pikolinos.

Productive work:

As in previous years, the production development follows the following scheme:

a) The logistic center organization: The first step is to prepare the two logistics centers

at our disposal, one in the school grounds in Aitong, Maasai Mara (Kenya) and the other in

Oloita (Tanzania). The logistics managers of each of these centers, with the support of

some the Maasai, receive the leathers sent by Pikolinos, buy the necessary raw materials

and during the production process prepare individual bags with the leathers and the exact

amount of raw materials for making the different models.

Since last year, we have a logistics center in Kenya made in

semi permanent construction, which provides an ideal

space for storage, and ensures control for collections and

preserving the leathers. We have also continued to work

without losses, as net loss and error in productions is

practically nil.

b) Bags distribution with the raw material and production process: Project

Coordinators in Kenya and Tanzania, are responsible for distributing the material to

different women's cooperatives, bringing up a register of each women's work, and the

payments made. Each woman works what she wants, it is not required a number of pairs

and specific time commitment, but a positive trend in the confection. Must also fill out

everyday a sheet for the production control, to have an accurate record of the work done by

them and be able to pay them in a personalized way.

c) Collecting the final product and triple quality control: The same coordinators are

responsible for collecting the finished product while replenished with new raw materials,

until the end of the production. Once they have pickup the embroidered leather a triple

quality control is done: first by the forming production center manager, second from the

logistic center manager and ultimately by the former of the formers. Each embroidery has

the name of the artisan who carried it out, and if there is a mistake, she is responsible for

repairing it.

d) Once the product is approved it is prepared again in boxes in the logistic centers and it

is forwarded to Spain, properly prepared and organized.


PHASE III: COMMERCIALIZATION (November-August)

Assembly and distribution.

The final shoes assembly , is done in Spain by Pikolinos, thus preserving an artisan process while

professional, resulting in a product that combines a high quality, with the social contribution.

During production, periodic shipping are done in smaller

amounts to the overall order, to allow the final footwear

preparation and it can be performed gradually. Thus in February

2014 all models will be in the stores. The final presentation

includes a booklet with the project specification and a label with

the name of the woman who made it.

Market presentation and diffusion.

For the collection presentation, every year different events with media and with the presence of the

Maasai leader William Kikanae are organized, bearing witness on firsthand the progress that this

project is assuming to their community.

The summer 2013 collection presentation, was especially significant because it was linked to

multiple events during a three weeks route in different U.S states, among them it was included the

Pikolinos Pop-up store in Soho, New York, opening and a gala dinner at UN attended by important

personalities from the fashion, business and media world.

Our project godmother is the popular blogger and trendsetter Olivia Palermo,

who has shown throughout this time a high personal and professional

commitment to the project.

She also attends to the most significant promoting acts in U.S., and also

traveled to Madrid in May for the collection presentation to the media in Spain,

at El Corte Ingles in Paseo de la Castellana.

Establishing other marketing channels.

Although at the moment we are focusing on the production demand with the Pikolinos Group, we

recognize that it is important to expand our clients network, ensuring that it is not the only

commercial project action. The artisans are still without work during many months in the year, and

once that the cooperative is mounted and proven their great capacity and professionalism, we are

ready for larger Maasai productions in other routes and products. That is why we are working on

silver jewelry prototypes with the Maasai motifs with the Italian company Massarelli, and we

expect to market them successfully next year.


Gender Impact

Before concluding this section, we highlight the gender impact the project is having on the Masaai

community year after year. This was an implicit goal from the beginning and has become a fact

that ensures the project sustainability.

Women do not leave their homes for carrying out the work,

avoiding a radical break from their traditional culture, and

warriors assume some of the typical women's tasks (fetching

water, cooking, childcare, etc..) in order to help them to

respond to the production demands. Meanwhile the elderly are

placed from morning to evening in the work area watching the

evolution and willing to assist in any specific task.

Thanks to the women’s work more wealth is coming to the community and that makes men see

women with greater admiration and willing to contribute in the necessary things. Moreover, Maasai

women from different areas (Tanzania, Serengeti, Mara, etc..) are having the opportunity to

network and link through this common project.


LINE 2: “EDUCATION PROMOTION”

After three years of running, the school begins to take on a new dimension, so for the difficulties

that arise, such as the evolution and growth at the level of resources, infrastructure and

educational work.

Highlights in 2013 has been on one hand, the declining

enrollment that has led us to strengthen awareness-raising on

behalf of the education to the Maasai children, creating a

library open to the community and a profundity work to review

and give greater meaning to our educational project. All these

developments are the foundations that ensure in medium-term

the school success and the school operation.

School beginning and development: The school starts early January and ends on November 30th , with two vacationals periods in April

and August.

Has been offered enrollment to 107 students, divided into the following grades:

Early child: 30 children

1º grade: 7 students.




5º grade: 10 students

There has been a decrease over the previous year on the inscriptions due to the residence closure

because some parents in outlying manyattas decided to unsubscribe their children. For this

reason, we have worked during the last quarter 2013 in a campaign for the education especially for

girls, throughout the area around the school, to increase enrollment for 2014 and the use of this

unique opportunity.

It is important to say that in many cases, families with several

children tend to prioritize education for boys leaving out the

possibility for the girls, both for cultural reasons and for economic

reasons. Although our share is below of other similar schools in the

country, sometimes it becomes difficult for the weak economy of

some Maasai families to afford education to all their children. For

that reason, next year we have decided to reduce the quota or

even give scholarships to large families, while putting a

sponsorship system that allows to sponsor cases requiring special assistance.


On the other hand, we continue with the gradual degrees growth, reinforcing each year the

hallmarks of our school, that they are:

Provide Early Child, allowing the smaller ones to be prepared to assume more easily the

primary education level.

Provide nutritious lunch to the students to ensure they are well nourished, facilitating their

growth and educational development.

To promote the community involvement through activities

and the support of the school board, which convenes the

parents monthly to discuss the students progress and

academic performance and other topics of interest to the

smooth center functioning. The school is a neuralgic center

for the Maasai community, not only because they feel it as

their own and as actively involved, but also because they

use their installations for the community activities when it's

necessary.

Educative Proposal: This year we have worked with the whole team, all together in the center, for an educational project redefinition written at the beginning, the school, much better adapted to the reality of the center, with the teaching staff vision, of the Maasai community and the country. With the help of our specialist in education, taking into account at all times the established basis for primary teachers from Kenya Institute of Education (KIE) we have established two documents regulating the center management:

Center Educational Project (CEP): It's the guiding document that establishes who we are,

the pedagogical approach and patterns of the school performance. Once established, it is

not reviewed until 4 years later, because it represents the medium to long term view for the

center.

Center Annual Project (CAP): It's a document that is updated annually based on the

school specific organization for each school cycle. Includes general information about

registration, committees, schedules, responsibilities, meetings, work plan for teachers, and

objectives for each of the grades.

The most significant aspect of this work is that it was carried out on a

participatory methodology, which has incorporated the whole staff

vision, encouraging their motivation and commitment to comply with

all provisions.

The result at the level of mission, vision and general objectives are

as follows:


Mission: ADCAM MARA VISION SCHOOL is a school that it is integrated in a cooperation project,

whose mission is to provide a good quality pre-school and primary education, following the

education national objectives in Kenya, while includes knowledge of the Maasai culture. A school

that takes into account the students individuality, the importance of protecting the environment and

technological development. All this creates a favorable learning environment with a great

professional team maintaining excellent relationships with local, national and international

community.

Vision: In 2017 we want to be the best school in preschool, primary and co-curricular activities in

the Maasai Mara. We shall work hard to be organized and have all

the necessary resources, constantly training our staff, including

content in our curriculum beyond established by the ministry and by

offering the possibility to adult literacy classes for the Maasai

community. This will make us an example for all schools in the area

and will make our students to be the best prepared, being

nationally recognized and becoming valuable to the Maasai

community and their country.

General Objetives:

1. Comply with the national curriculum guidelines, including extra tutoring classes and

continuous teaching methodology improvement.

2. Attend our students development about learning knowledge, personal attitude and special

needs.

3. Maintaining a motivated, competent and collaborator teaching staff, giving them the support

they need for continuous improvement.

4. Have the necessary resources and infrastructure for an optimal school development .

5. Being environmentally friendly, preserving, maintaining and improving it.

6. Consider the Maasai knowledge and identity, establishing strong relationships between school

and community, including their ancestral knowledge in the students training.

For a more detailed information see the CAP and CEP documents.


Infraestructure:

This year we have made several infrastructure improvements at the school.

The highlight has been undoubtedly the creation of a school library, thanks to the American

Foundation, of over 700 books by BBALP Bisila Bokolo African- Literacy Project.

This space, enthusiastically received by the children, center

staff and the community, provides educational resources to

have the students more formation, including a play corner for

the little ones. In addition, after school, the place is being used

to provide adult literacy to those who want to learn how to

read and write in Swahili or English. This is a unique

opportunity for the community, which certainly contribute to the

development of their ability and to continue to develop on their

own beliefs.

On the other hand, we have built a classroom in order to provide 6th grade next year and housing

for teachers, allowing clear space at the residence and make it serve for the preschool students so

they can have a resting place.

Finally, we have begun the improvements on the center perimeter fence, including tree planting,

contributing to environmental care and improving our facilities.


LINEA 3: “SUSTAINABILITY”

Sustainability and perform actions that endure over time for the community benefit , has always

been one of our priorities for developing this project. This year we have managed to make very

important and decisive steps in this direction, with the construction of a well that will quantitatively

and qualitatively improve the quality of the Maasai community life, and the first operation year of

our solidarity camp for the school economic sustainability.

Water for the community:

With the funding obtained from Tempe Group Inditex, we have

built a well in the project grounds, which makes available to the

school and the nearest manyattas this valuable resource . So far,

the water that was available should be brought from the river,

several hours walking, and transport it with cubes, so having a well

improves the hygiene and health conditions of a large number of

people.

The construction process has been complicated and expensive, as there are no companies in the

country that give a complete service and we had to hire and coordinate the services from different

companies and professionals in every step. The process followed the following steps:

1st Hydrological Study. Technical specialists team traveled to the area to make an earth

study, set the depth parameters to approximate obtain the water and the most suitable

places.

2nd Permissions from the Environment Ministry (NEMA). To begin construction, it

was necessary to request and obtain permission from NEMA, and they ask to do it in 6

weeks, which eventually we could cut through thanks to the good contacts in the company

responsible and comply with the schedule.

3rd Borehole. Another company was responsible for making the hole drilling, which finally

required a 150 meters depth.

4th Solar pump for water extraction. One last company specializing in solar power was

responsible for installing the solar pump that finally allowed the water to surface.

Parallel to all this, a local plumber was responsible for making the pipes fittings and carry the water

to the various points where the taps are installed.

The expectation that this process made in the community was enormous, filling with joy to all those

who were present the day finally the water extractions was achieved.


Solidarity Camp:

This year has been our camp starting, getting hold of our first customers and generate the first

income for the project.

It has also been a busy year for developing infrastructure and

have in the best way possible our lodge, with the aim of providing

the best service to our guests. To the two of the tents that we

already had, we have added a larger one with capacity for three

guests and one that is used as dining room and living room . We

have also fixed the roads, we have expanded the tent cement

bases to have a broader space for relaxation, we have solved the

light problem with solar torches that give light to the tents and have connected piping from the well

to the private bathrooms of each tent to have running water.

We have also installed water heating through solar panels, which ensures a hot water shower, all

installed in the back of the tents.

On the other hand, we have placed special effort upon the camp

staff training, consisting of a responsible and a cook permanently,

with auxiliary staff support to ensure cleanliness and proper service

when guests stay. Menu has been prepared in accordance with the

tourist tastes, the cook has been formed in attractive dishes as

Spanish omelet and is equipped with all the necessary utensils and

a dining room.

We offer different rates depending on what our guests want, from room and board only, up to

several very special events in direct coexistence with the Maasai. Among the activities that we

offer safaris are included, camping on the river to see the hippos or cocktail in the middle of the

savannah to see the sunset.

Also, we open the possibility for individuals and / or companies that

want to be actively involved with the project, to organize solidarity

holidays that include volunteering in the school management or

other actions related to the project. We believe that companies that

are committed to a CSR policy , or innovative in HR policies can

find in our solidarity camp the opportunity to motivate their staff

while contributing to the Maasai development.


ADDITIONAL ACTIONS AND MEDIA:

One of the ADCAM project characteristics is the organization of complementary actions that allow

the media to give visibility to what is done.

The most notable actions during 2013 have been:

7th march: Participation in a meeting with several prestigious companies Human

Resources Directors (Timberland, Massimo Dutti, Nespresso, Levi's, Diesel...), where the

ADCAM responsible in Kenya presented the project as a model of initiative in CSR.

14th march: Rosa Escandell, ADCAM President, participated in a dinner in New York

organized by WIE-The New Guard, celebrating Women's Day. Rosa had also participated

the year before in a conference organized at UN by them, speaking about her experience

with the Maasai community in Kenya. The event was attended with speakers such as Kathy

Calvin, Shelly Porgues o Elisabeth Gore.

23th march: The Maasai warrior, William Pere

Kikanae, spoke in the Water's Day for workers from

the company Tempe-Grupo Inditex, who have

financed our well. Picture on the side shows the

necessary water consumption per person for the

Maasai and Europeans.

March-April: For three weeks, from late March to the second half of April, William Kikanae

and Rosa Escandell participated in a tour in different USA cities (Santa Fe, Seattle, Los

Ángeles, Washington, New York...), organized by Pikolinos Group, for promoting the

Maasai collection.

There were countless media events and actions related to the campaign, with great imapct

on different portals (Elle Hoy, Jaguda, Trends...), magazines (Time Out New York,

Destination Iman, Zen Magazine..) and blogs (Olivia Palermo, Bvibes blog, el Armario de

Pandora..). However, we highlight two for its importance:

15th April: Pikolinos PopUp store opening in Soho, New York,

attended by Pikolinos President, Vice president and General

Manager, Olivia Palermo, the Maasai leader, ADCAM President

and multiple media that gave wide coverage to the event. It was

an act of great importance to everyone that has been in the

diffusion of our project and the solidarity Fashion Proposal from

Pikolinos Group.


17th April: Charity Gala Dinner at UN. Organized with the

BBALP-Bisila Bokolo African Literacy Project Association

cooperation, attended by multiple top-level personalities

from the fashion, business and media world. During the

dinner ADCAM gave to Jeanette Chang the Pikolinos

Social Committed Award 2013, to recognize her invaluable

contribution to the ADCAM and BBALP projects. It was an

emotional event giving projection and relevance to all the

work done by ADCAM and Pikolinos Group in favor of

improving the Maasai community living conditions.

8th May: Presentation of Summer 14 Maasai Collection in the Corte Inglés de Castellana,

with Olivia Palermo and William Kikanae presence. It was broadcast in Corazón (First

National Channel), Cuatro News, Telecinco News and EFE News Agency. The media

mobilization to promote the project and the Pikolinos collection in Spain was very important,

it came in over 20 web portals (Msn mujer, El economista, ABC..), in 13 blogs (L de Laura,

Elle Book, All shopping..) and in dozens of magazines (Vogue, Glamour, Yo Dona...).

12th june: Maasai concert at Tempe installations, for all staff,

with the warrior William Kikanae on vocals and a band of

young company workers. They played different musical pieces

in concert where the Maasai songs fit to perfection. It was an

emotional act in which everyone ended up dancing and also

was attended by the CSR Inditex Group Director.

October: Tai Beauchamp, famous journalist known for her work with Oprah's Magazine

and Director of a prestigious marketing and communication

agency in New York, travelled to Kenya. Tai as socially

committed woman wanted to see firsthand the Maasai project

with the photographer Jordi Oliver, to capture the Maasai

community reality and then take actions to publicize the

project. She was accompanied on this trip by Bisila Bokoko,

BBALP President, who committed to continue to grow the

library and make a computer endowment for 2014. Thanks to

the Maasai hospitality and the great affinity shown by all these

people to the project, the trip result was much more than a

simple contact with what we are doing.


WHO MADE ALL THIS POSSIBLE?

1. SPONSORS:

And esential project execution element has been to have the companies

an people who have financed a big part of it. They are:

Pikolinos Group and Juan Perán Pikolinos Foundation.

TEMPE-Inditex Group.

Camping Aquarius.

Particular Private donations.

2. THE MAASAI COMMUNITY AND THE ADCAM STAFF:

One more year again the Maasai community has demonstrated their high degree of involvement

and commitment to a project that is more of them every time, and especially their leader William

Ole Pere Kikanae.

He and his views on how to help the development of his people let year after year, expand

efficiently and rigorously this initiative. Furthermore, the ADCAM team commitment and especially

their President, Rosa Escandell, who has been other of the key elements, through a personal

commitment and an invaluable time and resources investment .

3. COLLABORATING ORGANIZATIONS:

For the smooth running we count with several organizations collaboration which includes:

Spanish Embassy in Nairobi.

Other organizations and local support. Among them are:

Maasai Mara Conservation Trust

Narok City Council

Narok Education District Office

Robert y Eunice, Ngerende Hotel owners.

To all who continue making all this possible THANK YOU.


Contact

Rosa Escandell Almécija. President

Tlf. 607 343 041. E-mail: [email protected]

www.adcam.es

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