In 2009 KFC SA implemented the idea of creating a new menu item instores. Dubbed ‘Add Hope’, this item was added to menus and tills across the country. It cost ZAR2 and ensured a meal for a hungry child. Charity fraud had been in the news and KFC didn’t want to be tarred with the same brush when asking for Add Hope donations.

Our objectives for the 2011 campaign were to raise funds, raise awareness of the initiative, and build KFC Add Hope's credibility. We needed to create a high-profile, high-impact campaign. It had to be big enough to attract media attention, as PR was identified as the key medium capable of creating a big enough splash. Yet it would also need to be strategic in its message of actively demonstrating where the ZAR2 goes. The Wall of Hope consisted of 5,500 empty-bellied childlike figures. Donors put their ZAR2 into one of the 5,500 coin slots. In this way we demonstrated how every cent of each donation went to providing food for a child. The Wall was launched to the media at an opening day event. The campaign ran for 4 weeks over October/November 2011 and with online, mobile and in-store support it raised over ZAR2m within that month. It also raised awareness of the initiative beyond the installation. Where in months prior to the Wall of Hope campaign, instore donations averaged around ZAR500,000, December saw the instore numbers rise to a record high of over ZAR1.3m.

The Wall of Hope was erected at the Melrose Arch Piazza, an open-air mall in Johannesburg. It was launched to the media on October 25th 2011 to highlight world hunger and to raise awareness around the KFC Add Hope initiative and the life-changing work it does. On disassembly, the Wall had been up for 2 weeks.

We received the brief in August of 2011 with the expectation of October 1st 2011 deadline, so as to coincide with World Hunger Relief month. At 1.8m high and 115m long the structure consisted of 110 panels and was a massive undertaking for so short a delivery time. Not wanting to compromise on the production quality of the installation, KFC agreed to move out the launch date to the end October.

The campaign ran for 4 weeks over October/November 2011 and with online, mobile and in-store support it raised over ZAR2m within that month. It also raised awareness of the initiative beyond the installation. Where in months prior to the Wall of Hope campaign, instore donations averaged around ZAR500,000, December saw the instore numbers rise to a record high of over ZAR1.3m. PR milestones: • AVE value of R1,531,055.00.• Wall of Hope trended on Twitter.• Coverage in all media across print, broadcast and online channels. The campaign was featured on broadcast channels such as CNBC Africa, Summit TV, Soweto TV, V-Entertainment and Radio 2000, which contributed significantly to amplifying the Add Hope messages outside of the broader Johannesburg area.