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Camps Bay—the iconic Cape Town suburb famous for its white sands, palm-fringed promenade, and breathtaking ocean views—has achieved something remarkable. Those sweeping photo opportunities no longer include the heartbreaking sight of illegal shacks or people sleeping rough on the streets.
The numbers tell an incredible story: from approximately 20 structures and 60 individuals sleeping regularly on the streets just over a year ago, to zero today.
But here’s what makes this truly special—it wasn’t achieved through aggressive enforcement or simply moving people along. It was done through dignity, employment, and genuine compassion.
The Problem with “Policing Away” Poverty
For years, Camps Bay grappled with homelessness like every other sought-after urban area. The traditional approach? Move people on. Push the problem elsewhere.
But as Muneeb Hendricks, manager of the Camps Bay City Improvement District (CID), explains, that approach was fundamentally flawed:
“Our approach was based on the understanding that poverty can’t be policed away. An enforcement-only response would not have been cost-effective and would simply have resulted in displacement, effectively playing ‘musical chairs’ with individuals and pushing the problem into neighbouring areas.”
That realisation sparked something new.
The “Give Smart Today, Help Build Tomorrow” Campaign
Launched in 2025, this initiative represents a complete rethink of how to address homelessness. The CID partnered with ignisive, a social development provider, to create what they call an “employability skills pipeline.”
The philosophy? Homelessness isn’t just about lacking shelter—it’s the visible symptom of deeper issues. As ignisive founder Theresa Massaglia puts it, the strategy addresses both “symptomatic issues that show up on the street, but also systemic issues.”
Two key pillars underpin everything:
- Community regeneration – addressing immediate needs
- Community reintegration – providing pathways to sustainable employment
The Results That Speak for Themselves
Between December 2024 and December 2025:
- 197 people placed in safe accommodation
- 32 individuals engaged with social workers
- 37 people entered rehabilitation facilities
- 47 training days delivered to job-seekers
- 95% of entrants graduated from the programme
- 38 people placed in permanent employment
- 58 participants currently in the programme
But perhaps the most powerful outcomes are the ones you can’t capture in a spreadsheet.
Real Lives, Real Transformation
Dumisani Sibeko knows exactly what this programme meant for him. Now a senior supervisor with his own place in Hout Bay, he looks back with gratitude:
“I’m really grateful to ignisive… They helped me get to a rehabilitation centre, and now I don’t smoke marijuana and take drugs. I’m now a senior supervisor, and I have my own place in Hout Bay. Things are going the way I want now.”
Mark Malgas now works a landscaping job—a world away from his previous life:
“I want to thank ignisive very much for helping me. My life is much better than it was before, when I was sleeping on the street or behind the police station, and asking people for money. I asked ignisive for a job because I saw some other people had been given jobs, and I went for an interview, then I received training in how to use a chainsaw. I’m feeling much better now because I earn something at the end of the month.”
These aren’t just statistics. They’re neighbours, colleagues, and community members.
Community Stewards: A Genius Twist
One of the most innovative aspects of the programme is the employment of Community Stewards—programme beneficiaries who now work to keep Camps Bay safe and clean.
These stewards have:
- Reported over 1,200 safety incidents
- Removed 13 metric tonnes of waste from public areas
And here’s where it gets really interesting: the crime statistics have plummeted alongside the homelessness numbers.
According to Andrew Tulloch, operations manager at ignisive:
“At a recent Camps Bay Community Policing Forum, a SAPS captain indicated that drug crime is down by 75%, and we have had no reports of vehicle break-ins, car jamming or smashed windows in the areas covered by the community stewards.”
Seventy-five percent. That’s not a coincidence—it’s proof that when you invest in people, entire communities benefit.
What Makes This Model Different?
Louise Cooke, deputy chair of the Camps Bay CID, explains the comprehensive offering:
“With our solutions, you get access to shelter, an employability pipeline, stipends, some structure and training—so you have the tools to be able to find the way out of your problem.”
It’s that last part that matters most: the tools to find your own way out.
This isn’t charity that creates dependency. It’s opportunity that builds independence.
The Bigger Picture: Why This Matters for South Africa
Homelessness is one of the most visible and heartbreaking challenges in South African cities. Cape Town, as a major tourist destination, feels this acutely. But the Camps Bay model offers something precious: hope that there’s a better way.
As opera singer and Camps Bay resident Aviva Pelham beautifully puts it:
“The programme brings unhoused people into the community again. We’re all part of the same community, so it’s giving them an enormous opportunity.”
That’s the heart of it. We’re all part of the same community.
Theresa Massaglia, reflecting on the journey, reminds us:
“Every number reflects more than a statistic—it represents a life touched, a family restored, and a community strengthened. It’s a message of hope and opportunity, combining advocacy with compassionate stewardship.”
A Blueprint for the Future
Camps Bay hasn’t just cleared its streets—it’s created a replicable model that other neighbourhoods and cities can learn from. A model that proves you can address homelessness effectively while building safer, cleaner, and more compassionate communities.
The illegal shacks are gone. The rough sleeping has stopped.
But more importantly, 38 people now have permanent jobs. Families are being restored. Lives are being rebuilt.
And that’s a view worth celebrating.
Have you seen innovative approaches to homelessness in your community? Share your thoughts in the comments below.