Primestars’ selection as a finalist for the 2026 CSI Legacy Awards marks a proud moment for an organisation that has spent more than two decades championing young people who are too often overlooked. Central to this achievement is the nomination of its founder and Executive Chairman, Martin Sweet, in the Best CEO category. His inclusion recognises not only his remarkable personal journey but also the profound national impact of the organisation he has built.
Sweet’s path to youth development began after an accomplished corporate career and a period of public service as a Johannesburg city councillor. Compelled by a deep commitment to social justice, he shifted his life’s focus towards empowering young people from under-resourced and underserved communities across all nine South African provinces. For him, the work has always been rooted in the belief that a child’s birthplace should never determine their trajectory. His leadership is characterised by humility, purpose, and service — qualities that have shaped Primestars into one of South Africa’s most respected youth development organisations.
Primestars’ mission is clear: to level the playing field and support young people from “schoolroom to boardroom”. As a majority black woman-owned organisation, it has spent 21 years working to address the systemic shortcomings facing millions of South African learners. Through its pioneering “Theatres of Learning” model, which uses both conventional cinemas and innovative mobile cinemas, Primestars delivers high-impact programmes directly to communities beyond traditional infrastructure. This approach creates engaging, immersive learning environments that make quality education accessible to those who need it most. Each programme also includes practical learner booklets and mentorship, ensuring that knowledge translates into action.
The organisation’s portfolio reflects its holistic view of youth development. eduCate, South Africa’s leading matric Maths and Science revision initiative, provides CAPS-aligned instruction during the crucial months before final exams. By offering expert tuition and structured revision within a focused environment, it boosts confidence and widens access to STEM pathways, with many learners later recognised in the Mail & Guardian’s Top Achievers Supplement. Step Up 2 A Start Up nurtures a new generation of entrepreneurs equipped for the green economy. Through feature films, workbooks, and national competitions, learners develop real business solutions to pressing community challenges.
Other programmes address equally urgent social needs. What About The Boys? tackles the roots of gender-based violence by helping boys unlearn harmful norms and embrace empathy, accountability, and respect. Its research-led approach has already produced a national State of the Boy Child report and will soon expand to include girls, fostering healthier gender dynamics. In the realm of financial empowerment, Rethink Rands teaches not only the intelligence of money but the emotional relationship young people form with it, helping them build sustainable money habits in an increasingly complex economic landscape. The Future Leaders Challenge, rooted in servant leadership, nurtures values-driven young citizens committed to positive community impact. Career guidance programmes with CETA and INSETA, meanwhile, bridge the gap between school and the world of work by exposing learners to viable, in-demand career paths. Looking ahead, The Game Plan will merge sporting principles with life skills, encouraging resilience, teamwork, and ethical decision-making.
Collectively, these programmes have reached more than 1.6 million learners nationwide, a testament to Sweet’s unwavering commitment to scalable, impactful solutions. His nomination for the Best CEO category is therefore both an acknowledgment of individual leadership and a celebration of a collective mission carried forward by dedicated teams, partners, and beneficiaries.
For Sweet, the finalist recognition is deeply personal yet profoundly communal. It affirms that when leadership is guided by service and purpose, the ripple effects can transform lives at scale. For Primestars, it is a powerful encouragement to broaden its reach, deepen its influence, and continue its vital work of shaping a generation whose potential, once unlocked, has the power to reshape South Africa’s future.
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