Courtesy of Sodastream, MES, a charity organization with a vision to change the heart of the city, was able to facilitate the day out for the 50 underprivileged children. Vision Misson sponsored popcorn and Coke so that each child would have some treats during the viewing of the popular animated film. Japie Krige, programme manger for MES said, “These children are all taking part in our annual musical stage production that will be performed at the Hillbrow Theatre on 17 and 18 August. The movie was used to incentivise their involvement in the project.”

With the realisation that social interaction and positive relationships are just as important for the development of children as the academic and the physical, the MES believe that for young people to be able to go to the movies with their friends is valuable towards their holistic development. Krige said, “Being able to take the children to the movies makes our programmes more attractive and indirectly keeps them out of troube and involved in something positive.”

The 50 children all live in and around the inner-city of Johannesburg where they often live in a single room with their families. Krige added, “To get the opportunity to watch a movie at the cinemas will expose them to a different world of possibilities and motivate them toward a better future.”
Cinemark, Ster-Kinekor’s experienced marketing partner would like to spur on valued advertisers to follow the course of Sodastream thereby demonstrating how business in South Africa can work together for a greater good.

The viewing of Ice Age 4 went down a treat. Vision Mission will at a later stage be assisting MES by testing all of the children’s eyesight.