Every year, World Hunger Month in October is an opportunity for Add Hope to highlight hunger issues in Africa and shine a spotlight on the work of the 110 beneficiary organisations it supports. This year, the challenge was set to raise R5 million and KFC announced today that this goal has been reached, with customers and staff uniting to raise R5.17 million during October. Every cent goes to feeding over 110 000 children every day in South Africa, helping them to learn, grow and thrive.
“We’re so pleased to have reached our goal of raising over R5 million in October and would like to thank every person who played a part in achieving this,” says KFC Chief Marketing Officer for Africa Mike Middleton. “Hunger is a major problem in South Africa and we have to keep raising the bar so that we can reach more children who really need help. The more donations Add Hope receives, the more children we can sustainably feed.”
Relying on the power of a R2 donation being added at KFC tills and contributions from KFC, Add Hope has raised over R30 million in 2016 and R263 million since inception. Middleton says the collaboration between KFC and its customers is vital in fighting hunger and the total donated to beneficiaries increases every year, with a large portion contributed by KFC.
Add Hope kicked off World Hunger Month activities by taking KFC teams and media to some of the 110 organisations that partner with Add Hope, including Oosterland Youth Centre in Port Elizabeth, The Home of Hope in Cape Town, The Epworth Children’s Village in Johannesburg and St. Monica’s Child and Youth Centre in Durban. “Our teams play an important role in encouraging people to donate and it’s wonderful for them to see first-hand how the Add Hope donations are making a difference,” says Middleton. “We are proud of the impact that Add Hope has in local communities.”
This year, several inspiring ‘Stories of Hope’ were created in partnership with Expresso on SABC 3, showing how Add Hope, in partnership with the beneficiaries it supports, has been transforming young lives during the last seven years. The short stories feature young Sinanziwe Ndlovu from Afrika Tikkun and Tebogo Mabye from MES, both of whom have been able to succeed and study in spite of very challenging circumstances, thanks to the support received. Teacher Lerato Moyo from Afrika Tikkun gives her perspective on how hungry children cannot learn, testifying to the change she sees in the classroom thanks to Add Hope meals. Dr. Marc Aguirre, Country Head for Hope Worldwide, emphasises the need for Early Childhood Development and nutritional support at this fragile early stage, showing the work his organisation does in Zandspruit township. The inspiring stories have been extensively shared on social media, with customers asking for more.
Add Hope further raised awareness around hunger issues and nutrition through creating a unique, interactive Add Hope wall mural on vibrant Vilakazi Street in the heart of Soweto, created by artist James Delaney with community artists Vusi Khumalo and Sthembiso Dlamini. A wire tree sculpture was included in the creation, covered with tomato seeds embedded in paper for the community to take and plant their own– seeds of hope. “The community really engaged with this very visible mural, learning more about Add Hope and the importance of good nutrition,” says Middleton.
“Every World Hunger Month is buzzing with activity as we raise awareness and encourage people to donate, and this year was no exception,” says Middleton. “Remember that you can donate any amount, all year round, in KFC restaurants or via the Add Hope website. Add Hope is a very real way that people can make a difference. Your donations help us to provide essential nutrition, growing an educated, healthy, and winning generation and filling them with hope for a brighter future,” says Middleton. “Unite with us to help children thrive.”