Kolisi Foundation turns hunger into pleasure

Interestingly, the concept of the hero athlete is not unique to the Olympics.

Kolisi Foundation partners with KFC’s Add Hope program

Siya Kolisi, captain of the South African Antelopes rugby team, is perhaps the country’s most popular sporting hero – not only for his leadership skills but also for his all-around good guy persona.

However, this was more than just a show for the media and sponsors as Kolisi had a way of infusing sincerity into everything.

I was reminded of this recently—I had previously awarded him a couple of orchid medals for his excellence in marketing execution—but he was now involved in a more serious project.

He and his wife Rachel founded the Kolisi Foundation, determined to give children like him, who came from poor families, a better life.

In July this year, the Kolisi Foundation partnered with KFC’s ‘Add Hope’ initiative, where every R2 donated by customers (plus an additional donation from the company) will go directly to the Foundation.

The moving TV commercial created to promote the campaign was created using a play on words.

‘hunger‘ is the Nguni word for hunger, but ‘Play‘ means to play.

The idea is that an R2 donation on the first word removes two letters and creates the next one, which is what Add Hope does – turning hunger into a game.

Kolisi is such a natural in front of the camera that one can almost feel his journey from poverty to global recognition and his determination to help others.

It’s a simple ad, but it makes a heartwarming point: You can’t manufacture the smiles of these children, who are the actual beneficiaries of the Increased Hope program and who receive a vital meal every day. Reduce hunger, and you increase these children’s chances of living a truly great life.

The children in the advert are from the Afrika Tikkun Wings of Life Centre in Diepsloot, Johannesburg.

So the ad is real – and so is the concept of Add Hope, which has spent R1 billion on famine relief since it was founded 15 years ago (about 60% of the money comes from customer donations and the rest from KFC).

Otherwise the money wouldn’t exist.

This is hope that never existed.

Orchids was subsequently gifted to Kolisi and the Kolisi Foundation, Ogilvy Johannesburg, which conceived the campaign, and director Ernest Nkosi of Mogul Pictures.

But most importantly, I want to give KFC an Orchid Award for their tremendous efforts in the future of young South Africans.

This is the kind of corporate social investment that can make a real difference.

Nando’s forgets to deliver on its promise

But on the contrary, I think The Onion is being cynical and following Nando’s lead.

For years, the fast-food chain has been a leader in “reality advertising,” using events to promote its brand and entertain people.

This week was no exception, with Nando’s suddenly releasing a meme about Tatyana Smith winning a gold medal.

“From Smith to Goldsmith,” it sang. Hahahaha.

But it reminded me of comments by another gold medallist, Ryk Neethling, one of the Olympics’ super sports commentators, who lamented that a lack of sponsorship was holding South Africa back from becoming a stronger swimming nation.

I took a quick look at the South Australian Swimming website – and guess what? No Nando’s.

The wanton use of a national hero like Smith to promote one’s brand (for free) is tasteless ambush advertising at its worst.

So, you get an onion, Nando’s.

If you want to know what to do, ask KFC.