The trio took the stage to launch the third track in a series of songs released by SHOUT to raise funds to help fight crime by donating to a variety of crime-focused NGOs and initiatives. With the launch of the track Smile, the focus now shifts to education.

“All funds raised from the download of the new song will go towards the building of SHOUT S.E.E.D libraries across the country,” says Schalit. “So this track goes way beyond spreading smiles; it will open minds and broaden horizons as each download becomes a very real piece of a library,
hope built one smile at a time for a smarter future generation.”

BBDO South Africa put its heart and resources fully behind this ground-breaking call to the nation, channelling its creative clout across the country pro bono from both 140BBDO in Cape Town and Net#work BBDO in Johannesburg to create an inspiring yet fun integrated campaign - from designing the libraries in the first place to the album artwork design, from the logo and emoji to digital banners to TV , Radio and the epic Smile music video. Shot by Chris Saunders and Ola! Films over three long days, this crazy, irrepressible video features an incredible array of the country’s top musicians, celebrities and influencers.

“Ever since we started our agency back in ’94 at the dawn of a new democracy our ambition was to make more than just ads. We wanted to make a difference. Since then we’ve seen the power of creativity to change things, like when we helped launch SHOUT five years ago as a rallying cry against crime. And now we’re taking bigger steps with the S.E.E.D libraries, trying to proactively stop crime before it has a chance to start, to intervene in the early stages where you can affect behaviour. To date we’ve opened a total of seven libraries in primary schools changing the lives of over 12,000 township school children every day,” says Schalit.

The S.E.E.D Library design was officially endorsed and recognised by WDC2014 , and honoured by the Loerie Awards in the Ubuntu and Design categories. It’s a collaboration with Breadline Africa, Architects of Justice, and LEAD SA. Besides the three already built with SHOUT other corporate sponsors include Chicken Licken, Pick ‘n Pay and Exclusive Books.

“We’re sowing SEEDS to grow young minds for a more vibrant next generation of South Africans. We challenge more companies to come forward and help make it possible. We make a living by what we get – we make a life by what we give,” says Schalit.

For more information on SHOUT SA, visit www.shoutsa.com. Alternatively, connect with them on Facebook or on Twitter.