'#SchoolUniformChallenge' calls for South Africans to post 'throwback pictures' of themselves in their school uniform on social media and to tag two friends, encouraging them to donate R30 and to keep the challenge growing.
The social media campaign was launched on Monday, 11 May, with posts by several macro-influencers commencing the challenge. This content will be followed by posts of other macro, mid-tier and nano-influencers who have agreed to drive awareness of the challenge.
The key objective of the challenge, according to the Tomorrow Trust, is to inspire each person who sees a post to donate just R30 or more to help raise R100 000. This will provide 1200 of the Tomorrow Trust's beneficiaries with connectivity so that they can keep up their levels of learning over the school closures, with access to free online educational resources.
The campaign was led by FCB Joburg who partnered with Nfinity, Webfluential and theSALT. The campaign was facilitated by the Nahana Foundation, the corporate social investment arm of the Nahana Communications Group.
The Nahana Foundation says that creativity can change the world, and with this is mind, invests over R4-million in professional services for pro-bono campaigns every year to assist non-profits with their marketing and branding efforts.
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