"Children are the source of human capital. If we want to change the education system, grow the economy and create jobs, we must invest in young children," says Dr David Harrison, CEO of DG Murray Trust.

"In fact, for every Rand invested in quality early childhood development, South Africa will get at least R10 back. But with a quarter of our children nutritionally stunted and poorly equipped for school, we are shooting ourselves in the foot for the next 20 years at least," he adds.

A total of 705 advertising panels along highways, main arterials and taxi ranks will feature messaging from Nal’ibali, Grow Great and SmartStart – three programmes focussed on early learning, nutrition support and monitoring quality early learning services, respectively.

The charitable campaign will run across all nine provinces with an audience projection of 40 million people, targeting mainly parents and caregivers.

Peter Lindstrom, sales and marketing executive of Primedia Outdoor, says, "Outdoor advertising has proven to be a powerful medium for reaching a captive audience with an exclusive message and promoting public conversations that are subject-matter specific."

"It, therefore, made complete sense for Primedia Outdoor to back the foundation’s agenda in encouraging action to positively change children’s lives as this aligns perfectly with our brand's values," Lindstrom adds.

"This partnership is purely built on the grounds of proposing future-forward direction to ensure children have the best start in life, and that they are able to unlock their maximum potential by all means," he says.

For more information, visit www.primediaoutdoor.co.za. You can also follow Primedia Outdoor on Facebook or on Twitter.