It’s Women Crush Wednesday, and here at Nounouche Magazine, we celebrate women who are shaping culture with intention, care and purpose.

Today, that spotlight extends to the work being done by the Betway Cares Foundationm through its newly launched mentorship programme, Voices of Her, an initiative designed to empower young female vocalists across South Africa with the tools, guidance and
confidence to build lasting careers.

At the heart of Voices of Her is a powerful focus on creative identity. Betway Cares understands that while talent may open doors, identity is what sustains a career. When young women are equipped with clarity and self-belief early on, they are far better
positioned to navigate an industry that is fast-moving, competitive and often demanding.

Supporting the finalists in this journey is Bonnie Meslane, our founder and Editor-in- Chief of Nounouche Magazine, who joins the programme as a mentor for Creative Identity. With over a decade of experience shaping visual and narrative worlds across
music and culture, Bonnie brings a grounded, thoughtful approach to mentorship, one rooted in understanding before visibility.

“Creative identity is the unique intersection of an artist’s voice, story, values and worldview,” she explains. “For young women especially, knowing who you are creatively becomes a form of protection and power.”

Within Voices of Her, this perspective allows finalists to make career decisions from clarity rather than pressure, something Betway Cares sees as essential to long-term success. By emphasising identity over trends, the programme encourages young artists
to trust their voices and build careers anchored in truth.

Another key pillar of the programme is confidence, not as performance, but as belief. “Confidence doesn’t begin on stage,” Bonnie shares. “It begins when you give yourself permission to trust your voice without waiting for validation.”

It’s an approach that reflects the foundation’s wider mission: creating safe, supportive spaces where young women can grow creatively without being rushed or reshaped.

As Voices of Her continues to open doors for emerging vocalists across the country, Betway Cares Foundation is investing in more than music. It is investing in self-belief, mentorship and sustainability, the often-unseen building blocks of creative longevity.

And for the young women stepping into this journey, the message at the core of the programme is a powerful one: Your voice is not an accident. It’s an assignment.