The campaign — launched during World Hunger Month 2018 — was nominated in the Corporate Social Responsibility category, which highlights excellence and leadership in the CSR space.
Founded in 2009, Add Hope is KFC’s CSI initiative that aims to unite KFC customers and staff in the fight against childhood hunger. Ten years later, and Add Hope now feeds meals to over 120 000 children every single day through the 143 beneficiaries its supports across South Africa.
"'#1120under5' has been one of our most exciting and impactful campaigns yet. Shocking statistics from Statistics SA revealed that 1 120 children under the age of five die of malnutrition in South Africa, something that does not typically make the news, or trend. That is what this campaign sought to do — to put childhood hunger back in the spotlight, where it belongs," says Thabisa Mkhwanazi, public affairs director at KFC Africa.
"Our task was to get South Africans to re-assess their position on childhood hunger and what they can do about it over World Hunger Month, and beyond. After nearly a decade, the aim was to find fresh ways to tell Add Hope’s story and reach a digitally-savvy audience to help us tackle this serious societal issue and help reduce the statistic," she adds.
The campaign saw Add Hope partner with South African personalities including Nasty C, Proverb, Slikour, Khutso Theladi and Pallance Dladla, among others.
"The strategy was to use Nasty C as the lead influencer, supported by others, to keep people guessing about a big '#1120under5' drop for a week, only to reveal the shocking truth behind the shocking statistic," Mkhwanazi says.
On the campaign reveal day, the media were also invited to a 'secret' unveiling of the '#1120under5' wall mural in Soweto created by Lazi Mathebula, an award-winning illustrator.
The campaign helped Add Hope raise R5.8 million in donations during October, which have gone towards providing meals to the over 120 000 children supported by Add Hope.
"We are very delighted to have received this PRISM Award for this campaign and are proud to be part of a team that delivered such amazing work through a campaign that strongly helps drive Add Hope’s vision, which is to ensure that no child goes hungry in South Africa," concludes Mkhwanazi.
For more information, visit www.addhope.co.za.