In October 2016, Ruben Hazelzet moved to Cape Town to work remotely for Soapbox Amsterdam and discover the opportunities to set-up office in South Africa. By experiencing the beautiful nature and the vibrant culture, but also the opportunities Africa holds Ruben’s determination grew to implement behavioural design in Africa.

By facilitating behavioural design workshops for SA firms, sufficient basis was found to start Soapbox’s first foreign office. Setting out to positively impact Africa through behavioural design in the fields of education, wellbeing, financial inclusion and sustainability.

Soapbox South Africa’s purpose is to inspire change that creates a better world. We want to build inclusive societies of active citizens with equal opportunities to progress, and contribute to the greater good. This means that we only work for organisations (e.g. social enterprises, NGOs, governments) or corporate social responsibility projects that contribute to a better world.