LIMPOPO – More than 46 000 children did not attend school in 2024 because of the cost, according to Children Count. And with matric results and the start of school around the corner, it’s the time of year when the costs of education loom large in parents’ minds.

But help is at hand for 200 South African families. This month, KFC is giving away R5 million in education fees through its Streetwise “Originals Start Strong” campaign.

The country’s biggest quick service restaurant brand is offering 200 families and students R24 000 each to help make educational dreams come true, and another 150 000 winners will receive airtime/data vouchers worth R25 each.

The campaign, which runs until February 9, targets the moment when financial strain is most acute for South African households, says Grant Macpherson, Chief Marketing and Digital Officer at KFC Africa.

“We know that January is when educational costs hit hardest. School fees are due, university and college registration open, and families are making difficult decisions about their children’s futures,” says Macpherson.

“This campaign is about feeding the potential we see in South Africa’s young ‘Originals’, the ones who are determined to make something of themselves regardless of where they start.”

Talent meets opportunity

Originals Start Strong is anchored in KFC’s belief that while talent and ambition are evenly distributed, opportunity is not. By linking the giveaway to Streetwise, KFC’s most affordable meals, the brand is ensuring that access to this opportunity is as wide as possible.

“Streetwise has always been the meal for people who use their smarts and grit to get ahead,” says Macpherson. “With this campaign, we’re saying: if you’ve got the drive, we’ll back you. All you need is a Streetwise meal and the ambition to start strong.”

The timing is deliberate. School starts today (January 14), and with matric results due two days earlier, the immediate future will come into focus for thousands of young people. But for many, dreams mean little if they can’t pay the fees, and this campaign offers a lifeline.

A seat at the table

“Everyone deserves a seat at the table, and everyone deserves a shot at their educational goals,” says Macpherson.

“This isn’t about corporate social investment programmes with lengthy application processes. This is about meeting people where they are – at our counters, buying affordable meals – and giving them a real chance to win support that could change their trajectory.”

“The Youth of Mzansi don’t wait for the conditions to be perfect, says Macpherson. “They start with what they have and push their way forward. January doesn’t have to be about anxiety and limitation. For 200 families and students, it’s going to be about possibility and momentum. That’s what you generate when you back Originals.”

Find the Originals Start Strong terms and conditions here.