According to the foundation, 'Indlala' is a Nguni term meaning hunger, something rugby star and Kolisi Foundation co-founder Siya Kolisi knew all too well when he was growing up in the township of Zwide, north of Gqeberha.

But place a R2 KFC Add Hope donation over the first two letters of the word and it becomes 'dlala', or play — a transformation that speaks to the impact this childhood hunger initiative has had over the past 15 years, the foundation adds.

Impact of the Partnership

The children in the ad, all from Afrika Tikkun's Wings of Life centre in Diepsloot, Johannesburg, are shown dreaming of a limitless future.

The July campaign will also feature Kolisi Foundation founders Siya and his wife, Rachel, in conversation with university students who say years of Add Hope support was key in unlocking their dreams and aspirations.

"When Siya and I set up the foundation in 2020, the areas we wanted to focus on included food security, education and sport, as well as gender-based violence," says Rachel, CEO of the Kolisi Foundation. "These are all areas where KFC does incredible work, so we're delighted to partner with Add Hope in relieving the hunger and malnutrition that affects nearly one in four South African households."

The Kolisi Foundation says that it will use the funds received from the Add Hope campaign to bolster its efforts to ensure food security and promote education through nutrition. Specifically, the proceeds will support the six Siyaphakama schools in Zwide by providing breakfasts for about 4 000 children.

The foundation will also offer nutritious meals to children who attend the after-school sports programme, further reinforcing its commitment to nurturing their potential and well-being.

Rachel says Siya often depended on the one meal a day he received at school, which gave him enough energy to train with the Bombers Rugby Club in Zwide.

"Now we want to do the same for today's hungry children," Rachel adds. "Millions of R2 Add Hope donations have been changing children's lives since 2009, and we're excited to play our part during July with the support of KFC and its customers."

A Shared Vision for Change

"I find it deeply moving when Siya speaks about his early years in Zwide," says Grant Macpherson, KFC Africa's chief marketing officer. "The work that he and Rachel do through their foundation is a perfect fit with Add Hope as we move through a cold and dark winter."

Macpherson says the transformation from 'indlala' to 'dlala' — turning hunger into play — is not a gimmick.

"Add Hope's new impact assessment, in partnership with Dr Tracey Toefy of GIBS, has proved again that the nutritious meals the programme provides are vital for children's development. Without them, it's impossible for children to achieve their full potential," adds Macpherson.

The TV commercial accompanying the partnership was conceptualised by Ogilvy Johannesburg and directed by Ernest Nkosi of Mogul Pictures. It is the first KFC ad to include isiXhosa, which is also Siya's home language. 

"The children who appear in the ad are Add Hope recipients," says Macpherson. "Thanks to the meals they receive from Add Hope, these kids can dream about becoming our future doctors, astronauts and sport stars."

"The 'indlala' to 'dlala' transition is gold. It represents the hope we all want and can collectively achieve through Add Hope. And it's remarkable that we can offer it with as little as R2. We hope this will be a groundbreaking July for the Kolisi Foundation," Macpherson adds.

Celebrating 15 Years of Add Hope

Add Hope, which is celebrating its 15th anniversary this year, has encouraged KFC customers to add R2 to their bills to feed hungry and malnourished children. 

With KFC's additional contribution, the programme provides 80 000 meals a day on average, through 130 non-profit partners and more than 3 300 feeding centres. It has just passed the R1-billion fundraising milestone.

Macpherson says that Add Hope's regular work will continue during July.

"The KFC Social Responsibility Trust, which administers Add Hope's funds, prioritises sustainability and has sufficient reserves to keep supporting its partners throughout the month," adds Macpherson.

The Kolisi Foundation's work with children includes supplying breakfasts to six primary schools in the Siyaphakama Zwide Schools Project. The project aims to develop healthy, active, emotionally and academically strong children, often starting with adequate nutrition.

The foundation says that it also offers an after-school programme in sports such as:

  • rugby
  • soccer
  • netball, and
  • athletics.

The programme operates a Siyaphakama Zwide school league. The foundation ensures that each child receives at least one hour of physical education a week, and it supports schools with health assessments for learners and educators, emphasising the importance of holistic well-being in educational success, says the foundation.

The foundation also:

  • supports 35 community kitchens
  • distributes grocery parcels to households facing food insecurity, gender-based violence shelters and containment centres, and
  • is establishing food gardens at partner organisations, community kitchens and schools.

Like the Kolisi Foundation, KFC doesn't only feed children; it invests in the whole child. KFC Mini Cricket, the country's largest grassroots sports programme, gives 120 000 girls and boys between the ages of three and 12 the opportunity to be active, according to KFC. 

Ikusasa Lethu scholarships provide access to quality education for children who are Add Hope beneficiaries or whose parents work for KFC. The Streetwise Academy tackles youth unemployment by supporting young people in getting SETA-accredited qualifications, the foundation concludes. 

For more information, visit www.kolisifoundation.org. You can also follow the Kholisi Foundation on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor