As part of its annual corporate social investment drive, Kalahari.net promotes the donation of second-hand books that they then distribute into underprivileged schools in South Africa. Kalahari.net recently extended its campaign into prisons. Statistically, 60 percent of all inmates who leave prison end up back in prison; 60 percent of all inmates are also illiterate. The campaign, shot at Leeurkop prison, made use of four print executions and four television commercials, asking people to donate second-hand books. This campaign ran over a three month period. Unfortunately, due to massive negativity towards crime in South Africa, the campaign, despite its powerful imagery and messaging, was not as successful as anticipated and Kalahari.net reverted back to their support of schools.