WATCH: KFC’s Add Hope launches first advert
JOHANNESBURG – KFC’s Add Hope initiative, which highlights the issue of starving children in South Africa, is releasing its first-ever TV advert, which is illustrated entirely by drawings done by some of the 100 000 children that are fed by Add Hope every day.
The Add Hope initiative helps hungry children across South Africa by donating R2 when you purchase a meal at your local KFC branch.
The advert, which was created by Ogilvy & Mather Johannesburg (O&M JHB), tells the story of how a nutritious meal can transform a child into a well-developed, happy young person.
The world shown in the advert is based entirely on 1 000 drawings done by 250 children at Afrika Tikkun, one of Add Hope’s national beneficiaries.
Mike Middleton, KFC Africa’s chief marketing officer said that putting the responsibility for the advert in the hands of a group of four- to seven-year-olds was a terrifying thought. “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.
The advert shows an undernourished girl who is handed an Add Hope bowl. She then tells the story of how receiving that meal changes her life by helping her develop into a thriving young child. She then hands an Add Hope bowl onto another malnourished child and the cycle continues.
The advert hit television screens on 6 October and was 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.
Check out the advert here:
https://youtu.be/Zi0XTbcMdiI?list=PLQtTHDk32l5Lh1bz5RQQw5H4P8YDQQU03
Check out the behind-the-scenes footage here:
Details: www.addhope.co.za.
