Add Hope highlights the plight of 3.2 million hungry children in SA
BRAAMFONTEIN – Add Hope says 3.2 million children go to sleep with empty stomachs
An initiative to highlight the plight of 3.2 million hungry children in South Africa was launched on 6 October at Afrika Tikkun Uthando Centre, as part of the World Hungry Month.
Afrika Tikkun, based in Braamfontein is one of Add Hope’s national beneficiaries – an initiative created by KFC.
Photo supplied.
Add Hope also launched its first TV advert that is illustrated entirely by drawings from some of the 100 000 children fed each day.
Created by Ogilvy & Mather Johannesburg (O&M JHB), the advert tells the story of how a nutritious meal has the power to transform a child into a well-developed, happy and hopeful young person with a bright future.
KFC’s chief marketing officer Mike Middleton said, “Putting the responsibility for Add Hope’s first ever TV advert in the hands of a group of 4 – 7-year-olds was a terrifying thought, because they had no idea what the story line would be, what the characters would look like, nor the landscapes.”
Photo supplied.
Middleton said the advert sees an undernourished girl who is handed an Add Hope bowl and tells the story of how the simple act of receiving regular, nutritious meals changes her life by helping her develop into a thriving, vibrant and hope-filled young child.
“With her tummy full and her future bright, she passes an Add Hope bowl onto another malnourished child and the cycle continues,” explained Middleton.
Educational psychologist Juliana Mendonça, from Spero Wellness Centre, said that children often express themselves through their drawings, which can help psychologists interpret a child’s level of cognitive development and how they feel about themselves and the world around them.
Mendonca said, “When a child doesn’t get the right nutrients and nourishment, the brain doesn’t develop as it should and neither do the gross motor skills, so you will see a drop in concentration ability and memory.”
The Add Hope campaign calls on South Africans to post a picture of their empty plate to their social media platforms and tag #PledgeYourPlate, to help raise awareness of the 11 million South Africans who are affected by hunger each day to add your voice to the campaign.
