Pledge your plate and Add Hope with KFC
KFC’s #AddHope initiative highlights the plight of 3.2 million hungry children in South Africa this World Hunger Month with it’s first-ever TV advert – illustrated entirely by drawings done by some of the 100 000 children fed by Add Hope each day. The infograph below shows these stats in detail
Created by Ogilvy & Mather Johannesburg (O&M JHB), the advert tells the story of how a nutritious meal has the power to transform a child into well developed, happy and hopeful young person with a bright future. The world depicted in the advert is based entirely on 1 000 drawings by 250 children at Afrika Tikkun, one of Add Hope’s national beneficiaries.
The advert sees an undernourished girl who is handed an Add Hope bowl – and tells the story of how the simple act of receiving regular, nutritious meals changes her life by helping her develop into a thriving, vibrant and hope-filled young child. With her tummy, full and her future, bright, she passes an Add Hope bowl onto another malnourished child – and the cycle continues.
Yesterday saw media in numbers at the Africa Tikkun center in Johannesburg with talks from a few people including Sinawe who was once member of Africa Tikkun, sharing her story and how the #AddHOpe campaign helped her in become the person she is, KFC Africa’s Chief Marketing Officer, Mike Middleton also spoke telling us how putting the responsibility for Add Hope’s first-ever TV advert in the hands of a group of 4-7 year olds was a terrifying thought. “We had no idea what the storyline would be, what the characters would look like, nor the landscapes. Everything would be dictated by what the children drew. At the same time, we had faith that there was no better way to illustrate it than for them to tell their own story – and it has been an incredibly inspiring and rewarding experience.”
The O&M JHB team built a physical set from the drawings and used the Afrika Tikkun childrens’ drawings to animate the advert and bring this story of hope to life. “We wanted to tell the Add Hope story through the eyes of a child. These unique and wonderful real drawings help deliver a very important message about the impact a healthy meal has on a child’s life,” says Tracy-Lynn King, Copywriter at O&M JHB.
Director Jono Hall and the team from Darling Films were entrusted by the O&M JHB team with the delicate task of bringing this story of hope to life. Jono’s approach ensured that every element and detail on the shoot was drawn by the children. These drawings were used to build a physical set to create a world for the animated characters.
The first-ever Add Hope TV advert will be on screen on 6 October, and will be supported by in-store information and a social media campaign called ‘Pledge Your Plate’. The campaign calls on South Africans to post a picture of their empty plate to their social media platforms, to help raise awareness of the 11 million South Africans who are affected by hunger, each day. You can be part of this too by posting to the platform of your choice and tagging #PledgeYourPlate and #AddHope to add your voice to the campaign.
Add Hope runs year round on KFC menu boards and uses the power of a simple R2 donation to help make a difference in the lives of millions of hungry children in South Africa. The initiative has raised over R263 million in the fight against hunger during its six year history, and currently feeds more than 100 000 children across the country every day, helping them learn, grow and thrive.