PSFA's Lunch Is On Me campaign feeds underprivileged school children that can't afford to bring lunch to school. The campaign uses a sticker mechanic to raise funds through a 10 Rand donation which then goes towards feeding a child for a whole week.

We wanted to demonstrate how little 10 Rand is to the average person yet how valuable it is to a hungry child.

The idea was to make prank calls informing people that they'd won a 10 Rand cash prize and get their real reactions.