Save the Children South Africa (SCSA) is part of the world’s largest independent development and rights-based organisation for children, represented in 120 countries worldwide. In South Africa and globally, the organisation gives children a healthy start in life, the opportunity to learn, and protection from harm.

Since 2008, African immigrants living in South Africa have been a target of violent xenophobic attacks, which have led to death, displacement, and unimaginable harm over the years. By 2022, this hate had found a new target: their children.

Save the Children South Africa wanted to raise public awareness about the plight of migrant children due to xenophobia and to inspire behavioural and social change towards them, by sparking debate and action towards policies that protect all children's rights – both documented and undocumented.

“Indololwane” made news in 2008 when Mail & Guardian ran an article headlined “The 21st century pencil test” following violent xenophobic attacks in South Africa, where African immigrants were asked by their attackers what the word for elbow was in isiZulu – and those who didn’t know the word or how to pronounce it, were summarily executed. Xenophobic incidents in South Africa have increased since then. In 2022, it was reported that these attacks were now targeting immigrant children using this same word. In the film, it is this word that embodies the violence and drives the message and intensity of the work. It's the same word that became infamous in early 1990s South Africa when it was used by IFP militants to see who was Zulu and who wasn’t during the horrific conflicts between ANC and IFP members, which turned South Africa into a blood bath.

South Africa is characterized by world-leading levels of poverty, social inequality and unemployment; which fuel extreme levels of violent crime. As Southern Africa’s largest economy the country is a popular destination for migrants seeking work and a better life. African immigrants in South Africa come face to face with xenophobia every day, often aggressive and even violent. The popular narrative is foreigners taking scarce jobs & services from locals.

Despite the fear and danger of xenophobia being experienced by whole families, the problem is portrayed and widely understood to be only faced by and affecting adult men. Women and children are largely absent from this popular narrative. In addition to xenophobia, many migrant women also face the challenges of motherhood, misogyny, and sexual abuse. This campaign is designed to also gives a voice to the voiceless migrant mothers who suffer and sacrifice so much to keep their children safe.

The film first flighted ono our YouTube page on 20 February 2023 and on the film director’s Instagram page on 2 March 2023. To date, the film has received 540 views on YouTube and 60 000 views on Instagram with 172 comments and 1665 likes. Understandably, this is subject that no one likes to really talk about in South Africa or share owing to the fact that it implicates the whole of South Africa in its attitude towards African immigrants. It is our sincere hope that a Cannes Lion will help make the work more famous and bring the issue to the fore. And in the process help to save lives.

The film made its first appearance on YouTube and Instagram on 2 March 2023. On the film director’s Instagram page alone, it has received more than 60 000 views and 172 comments to date. The work also made an appearance at FILM CLUB where it received a standing ovation. ­FILM CLUB is a Cape Town-based event that celebrates short films by young film directors in South Africa. The work also appeared on Bizcommunity – a South African hub for advertising work. Since the appearance of the film, its young director has been named a “Top Young Director” by The Storyteller Foundation – a foundation which aims to support exceptional talent by providing mentorship and practical experience in all aspects of film directing within the South African advertising industry. However, the true measure of the impact of this work is if it saves even a single migrant child