Lunderstedt joined forces with the campaign in 2014 where she served as the business ambassador for the children sector.

Lunderstedt is a successful business woman who is responsible for growing South Africa’s most successful pharmaceutical company to a 9-digit annual revenue. After the recent sale of the company Lunderstedt now focus on investments in businesses and philanthropy projects, both in South Africa and internationally.

Annelise de Jager, National project organiser said, "It is heart-warming to see that prominent business people like Hilda, supports our work. She is skilled in so many ways and regularly travels the world. Yet her heart lies here, with the children of South Africa. And it is here, on local ground, that she is making a difference."

Instead of spoiling loved ones for Valentine’s Day, Lunderstedt showed where her heart lies by celebrating her birthday with the children at Heartbeat in Atteridgeville in Pretoria. The day was filled with laughter, hearts, cupcakes and a jumping castle for the children. Lunderstedt had to do her "autograph" on the arms and legs of the hundreds of children and kissed and hugged each and every one of the children, who are in need for love and attention.

Heartbeat’s Head Office is situated in Pretoria, with After School Centres in seven of South Africa’s provinces that focus on capacity building, educational support and sustainability of our youth and assisting in community development. Heartbeat exists to empower orphaned and vulnerable children to reach their full potential through quality service delivery, development and capacity building.

Heartbeat’s beneficiaries receive focused attention and services to allow them to grow into the young leaders that each of the communities is in desperate need of.

Tekkie Tax day is on Friday, 29 May. This is the one day of the year that you can swap your high heels, school shoes or boots for a comfy pair of tekkies. All in support of a good cause.

People can choose to support animals, basic family care, children, disability or education. Lunderstedt said "I will gladly wear my tekkies on Friday, 30 May this year and my sticker of choice will for sure be C – Children!" Members of the public are asked to get a Tekkie Tax sticker for a R10 donation from any of the participating welfare organisations. One can also order what you need directly from their website.

For more information, visit www.tekkietax.co.za.