The President of the Miss World Organization, Julia Morley, coined the phrase ‘Beauty With A Purpose’ more than 25 years ago and since then more than $400 million USD have been raised in its name in support of countless charities across the globe, bringing help and hope to hundreds of thousands in need.
Among the many recipients of this outstanding fund-generating activity has been the Nelson Mandela Trust, Canada’s Cops For Cancer, Variety Clubs International, Operation Hunger, and the SOS Children’s Villages which cares for orphaned and abandoned children in 132 countries.
Without question, it is the enduring popularity of the Miss World pageant that has helped spread the word and encouraged young men and women to get involved as part of their bid for the title in activities that really can only make the world a better place.
Today, Beauty with a Purpose is also the name of a special annual award programme that singles out and recognises the Miss World contestant who is shown, through charitable works, to have made a real difference to people in need in her homeland. Charity work is integral to the Miss World ethos and part of the brief to contenders in each country is that they volunteer their time or fundraise for charity.
Each year Mr and Miss World Kenya, sacrifice their time and resources to partner and champion the cause that will impact the lives of thousands of Kenyans.