Where does your R2 go?
BRYANSTON – KFC's Add Hope initiative has provided over 130 000 children with 30 million meals for a year.
KFC hosted its annual Add Hope Forum at its offices in Bryanston on 19 November to celebrate a decade of hard work and the people who have embraced the initiative to new heights.
Add Hope has impacted so many more lives than we realise and KFC is finally ready to tell the story.
Add Hope was first established in 2009 as a Corporate Social Investment (CSI) initiative which allowed for the collaboration between business, ordinary citizens and the civil society to help curb South Africa’s major problem of child hunger.
KFC has had a long-standing history in working with NGOs and chief marketing officer Dhruv Kaul said that next year will be no different. “What I am mostly moved by is the practicality of how we can help you to get on with your agenda of helping people.”
CSI and sponsorship manager Andra Ferreria Nel added, “What is amazing for me is having this kind of advantage where I can see where everyone comes together. Without you, this programme would be a lot smaller and I think a big part and the true magic of Add Hope is a partnership.”
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To date, your R2 donations have raised more than R700 million, fed just over 130 000 kids a day and provided an estimated 30 million meals a year.
Kaul admitted that KFC is not only proud of its initiative but it is also very protective over it. “Coming in from the outside, people don’t realise that Add Hope is so big, it’s so immense in its impact that it is unparalleled in South Africa.”
He said that until this point, KFC did not know how to talk about the work that Add Hope does, but in order to increase its impact and reachability, the story needed to be told.
“We want to do more over time but in order for us to do that, we have to tell the story in a more compelling way. My commitment as we go forward into 2020 is to have distinctive messaging across all platforms but we will do it in such a way that we will never use this for marketing purposes. This will be handled with sensitivity, it is precious to us.”
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