The Bead Co is making a difference and providing significant corporate social initiative (CSI) investment by helping MND sufferers dream’s come true.

It began in Australia, and quickly went viral: #Neknomination. The extreme social media drinking game involving challengers downing alcohol in bizarre and potentially dangerous ways, posting videos online and nominating others to outdo them.


South African, Brent Lindeque, turned the game on its head, when he was  #Neknominated by an Australian friend. He used his nomination to ‘pay it forward’, giving a beggar a meal and challenging others to do the same.  “Downing a can of beer is easy … imagine if we all harnessed the power of social media to make a difference in real people’s lives,” says Lindeque.


Another South African, Nathania de Kock, #Neknominated Joost van der Westhuizen and her J9 Foundation colleagues. Happy to pay it forward, Joost and the J9 team, launched the  #J9MomentsOfMagic initiative to give people suffering from Motor Neuron Disease (MND) a ‘once in a lifetime’ experience through the help of corporate sponsorship.


Says Joost, “I have been a sufferer of MND for 41 months and I have firsthand experience of how this disease changes the way you think and your priorities in life. Family is important; the love of life is invaluable, and the gift is truly in the giving.  In the end, memories are all we have.”


Stuart MacFarlane, had always dreamed of taking his wife, Leoni and their three small children: Amy, Christopher and Duncan, to see Victoria Falls – one of the Wonders of the World. But when Stuart was diagnosed with MND in October 2011, the family finances were quickly absorbed by mounting medical bills.


This #Neknomination, changes that.


The Bead Coalition, creator of the beaded MND bracelet, has made Stuart’s dream a reality, with an all-expenses paid family holiday to Victoria Falls.  


The Bead Co. CEO, Joanne Lapin Thorpe says “Our  MND bracelet is a beautiful symbol of support, particularly sentimental to me, and inspired by my precious sister who also fights this disease. I am thrilled to sponsor the first #J9MomentsOfMagic campaign, and I hope he’ll treasure the memories of Vic Falls.”


“We are so grateful to the Bead Co. for their generous sponsorship.” says Joost vd Westhuizen, who has some #Neknominations of his own.


Joost and the J9 Foundation further nominate, Barend van Graan, CEO of the Blue Bulls, Gavin Varejes, CEO of Richmark Holdings and J9 Director, along with fellow trustee and  Blink Pictures Director, Odette Schwegler. #Neknominees have 24 hours to ‘make good’.


South Africans are challenged to assist in the global fight to conquer MND by purchasing a J9 Foundation MND bracelet, available for R40 each, at all CNA’s, Foto-First, Sneakers, Pick ‘n Pay Douglasdale or online at Visit for more information on J9 Foundation and MND.


EIssued by The Bead Co. Pty Ltd – LIFE FORCE  

T: 083 609 1111

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