Break “Secret Santa” Traditions and Fight Hunger


14 million people in South Africa suffer from hunger every day.

Non-profit FoodForward SA already tackles the issue, currently feeding 250,000 people daily. Last year alone the organization distributed more than 3,300 tons of food.

This year, continuing their commitment to helping South Africa’s hungry, FoodForward SA and JWT South Africa have unveiled a new fundraising campaign that turns Secret Santa into an opportunity for people to donate to FoodForward SA.

Instead of more typical holiday gifts, the campaign encourages people to purchase a festive card from FoodForward SA for just R35, which will go toward helping to feed a hungry person for a month. In return, people receive a beautifully designed card that they can give to their colleague or loved one.

Once you make your donation, three card options are emailed to your inbox and the card informs the recipient that a donation has been made on their behalf to provide meals to hungry South Africans.

You can make a donation and purchase your Secret Santa card here:

“The campaign developed from research which revealed that financial constraints were impacting on donations for not-for-profits across the country,” says Paul Strappini, Executive Creative Director at J. Walter Thompson South Africa.”People simply has less money to give. This led to our insight around Secret Santa – a tradition that has most people wasting money on silly gifts. So we tapped into this behavior with a strategically led creative execution that worked to the benefit of FoodForward SA.”

Paul Grater, Managing Director at J. Walter Thompson South Africa, added, “As an agency we strive to make communication that makes a difference. This is a powerful idea driven by a simple insight. It has the potential to become an ongoing donation stream year on year, which is just fantastic for FoodForward SA and obviously for the millions who they support.”