This entire week my social feed has been filled with people talking about #1120under5 – including Nasty C himself!


Because Nasty C seemed to be the centre of it all, reports and speculation on social media pointed to an album drop and in a seperate news article a clothing line, but today the meaning behind #1120Under5 was revealed and it’s a very powerful message it leaves you to digest.

”The reality is that 1120 children under the age of 5 die of malnutrition in South Africa every year.”

Here is a bit more about the campaign:

With October being World Hunger Month, Add Hope, KFC’s national feeding programme that feeds over 120 000 children, partnered with some of South Africa’s most loved personalities to put childhood hunger back in the spotlight, where it belongs.

Thabisa Mkhwanazi, KFC Public Affairs Director and Add Hope champion says:

“It’s unthinkable that children in our country are still dying from hunger and malnutrition, both preventable causes, with stunting affecting millions more. While this is an issue that should have our attention, sadly, people have become numb to bad news. In fact, you don’t need to look far, our social media timelines are flooded with headlines that shouldn’t trend, while the important ones get lost in the news cycle.”

“So, this year, our job is to get people to rethink how they feel about this childhood hunger – bringing it to their attention in an unconventional way by working with like-minded people who believe in the cause to make this alarming stat trend in SA.”

To do this, Add Hope teamed up with the incredibly talented Nasty C, one of South Africa’s best young rappers and songwriters who kept his fanbase guessing this week, by alluding to a big #1120under5 drop. Following this, 1120under5 was seen on the social media platforms of influencers in the fashion, music and art scene.

“Anything that robs people, especially children, of their opportunities is close to my heart. Hunger is one of those things. I’ve taken a stand with Add Hope to help make sure no child goes hungry in SA – and I want everyone else to care about it too. Let’s stand together, join a movement to help drop this stat and ensure that no child goes to bed hungry,” says Nasty C.

“Mkhwanazi concludes, “We’re only going to conquer childhood hunger if we work together to establish a broad social movement against the malnutrition that robs our children of their potential.”

“Now, we’re asking the rest of SA to join the movement and help us drop the stat in two ways: You can donate to Add Hope or you can donate your social reach and share the story to help drive real change. It’s time to take a stand.”

In my opinion, this has to be one of the most cleverly executed creative strategies to get people to care about the Add Hope campaign.

It goes so much further than asking for R2 at the till and ‘hoping for the best’ from the consumer – especially if they aren’t actually sure where that R2 goes and have got Add Hope fatigue.

It really gets to the crux of the problem with an alarming stat – and asks you to be a part of solving it.

Whether you donate straight to Add Hope or donate your social media reach to spread the message – you are helping KFC to make real change and stop children going hungry.

A beautiful campaign that really makes you sit up and take notice. Well Done to KFC and all its Marketing and PR teams – this one is GOLD! 🙌

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