On 5 November at its Auckland Park head office in Johannesburg, public broadcaster SABC launched the “Hold My Hand’ campaign to address the plight of South African children. The SABC is calling on the public, business and government to heed the call of the child
“Hold My Hand’ is being run in partnership with NGOs such as Childline and NOAH (Nurturing Orphans of Aids for Humanity), among others. The campaign will broadcast on three SABC TV channels and 18 radio stations.
Said the SABC’s Khanya Ngwenya: “We are launching this campaign strategically on the day before the International Day of the Child 6 November). During the Fifa World Cup the SABC mobilised an entire nation to “feel it’ and now we want to harness that power with “Hold My Hand’ to address the social ills that result in the abuse and neglect of children.’
Mpho Msiza, Acting GM of SABC Corporate Marketing added: “”Hold My Hand’ is not only an SABC initiative – we are working in partnerships with NGOs, civil organisations and government departments. The SABC wants to spread the word so that we can all make a difference. We chose to launch this campaign publicly so that it can be measured. Let’s all hold hands to work together and affect serious change. The campaign includes events, activations and visits to schools to address the relevant issues. We promise you that in a year we will have made a serious change in the situation of children.’
During the launch a short film was screened to show that South Africa is not a child-friendly nation but one full of child neglect, child abuse, poverty, child prostitution, drugs, etc. This is despite the fact that the country has one of the most enlightened Consitiutions in the world.
Brett Will of Childline talked about ISACs (Ignorant South African Citizens). “People in this country don’t know what they don’t know. There are 18.7 million children in South Africa and 43% of these are abused. As Childline we see children who will do whatever they can to get money. It’s time that South Africa stands up and says, “This isn’t a dream, it’s real’. I commend the SABC for their work in launching this initiative as we all need to work as a collective to impact wide scale change in the country. We have to engage directly with children – let’s hear their voices.
“Childline receives one million calls a year from children, but there are a million calls that never reach us, particularly from rural children. As part of “Hold My Hand’ we are launching the White Balloon Campaign, conceived by Childline, the SABC and Net#work BBDO. Every year we will have a march by children to parliament. They will carry white balloons; the white colour symbolises their innocence and the balloon doubles as a dialogue bubble so that children can write messages on them. We will also publish the “Book of Hope’ a collection of stories and photographs by children.
“Our aim is to conscientise people in South Africa about children’s rights. We will also report back on what happens to the money we raise every year. Part of the money will be spent on sending children on leadership courses. Money will also be spent on increasing the infrastructure and delivery mechanisms of NGOs.’
SABC CSI Project Manager Joyce Dube talked about changing South Africa’s uncaring mindset about children. “’Hold My Hand’ will highlight the plight of children – rapes, murders, abuses, child headed households, children from dysfunctional families, children on our streets, child trafficking, child prostitution, child labour and any form that needs citizens to protect our children from poverty, abuse, crime, drugs and other ills.
“South Africa is rated the most cruel nation to its children and we must all hold hands to change this. There are over two million households in South Africa that are headed by children. “Hold My Hand’ has the challenging agenda of becoming the goodwill ambassador of vulnerable children.’
The campaign involves Government, NGO’s, Foundations, Corporate SA, the SAPS, National Child Welfare, Civil Society, Educational Institutions, and all those that seek to protect the Rights of an African Child.
For more information about the campaign visit www.sabc.co.za and click on “Our Projects’.
