For over 15 years, South Africans and KFC have helped provide more than 30 million meals to over 150 000 children. To celebrate this milestone, we partnered with The Kolisi Foundation to create a campaign that tells this story and his, alongside his wife, co-founder and CEO of the Kolisi Foundation, Rachel Kolisi.

The campaign shows how intervention changes the trajectory of an underprivileged child, by adding a little hope. We started by introducing the word, 'Indlala', a Nguni word meaning 'hunger', and placing a R2 coin over the first two letters, to leave us with 'dlala', a Nguni word meaning 'play'. Effectively, showing how your R2 turns hunger into play.

To tell the story of how your R2 turns hunger into play, we supported our story with a popular Gwijo (song) that Siya often sings with his team before rugby games, to keep them motivated to win. The gwijo, called ‘Abazange Bambona’, is an anthem of hope that boldly affirms a person’s potential to rise above opposition in a way that people have never seen.

To ensure authenticity in our storytelling, we casted Siya, along with three children from the Add Hope programme, as the heroes in our film. We then collaborated with film director Ernest Nkosi, whose tough upbringing gave him insight into how he could visualise the film in an honest, authentic and meaningful way.