The DO MORE FOUNDATION and Selati Cup Launch the “BaBonise! Show Them” Campaign.

A Campaign Encouraging the Active Involvement of Men in the Lives of Young Children.

The DO MORE FOUNDATION, founded by RCL FOODS, have partnered with the Selati Cup 2023 soccer tournament in Nkomazi, Mpumalanga to launch a campaign encouraging the active involvement of men in children’s lives. The advocacy campaign titled “BaBonise!” which translates to “Show Them!” will have a national social media and local radio presence as well as on site activations at the participating stadiums to engage spectators and players.

This campaign supports an ongoing issue that our country struggles with, being that 60% of children in South Africa have absent fathers (Human Sciences Research Council and South African Race Relations Institute: 2020). Whilst this research paints a bleak picture, there are further studies that show 78% of children in South Africa share a household with an adult man (State of South Africa’s Fathers report: 2021). Herein lies a massive opportunity to empower and inspire the men who ARE present in the lives of children to step into this powerful role. DO MORE FOUNDATION Executive, Warren Farrer, said the tournament provides an opportunity to empower and inspire potential father figures to step up and help children thrive. Farrer said: “Children learn through play. This soccer tournament therefore uses the opportunity of engaging men “at play” to raise their critical role and help them understand the role they can “play” to positively affect young children and their communities.”

The involvement of a father figure in a child’s life can positively affect their overall well-being, such as their performance at school, their social competence, and their emotional regulation. The father’s involvement is particularly important during the first 1,000 days of a child’s life (a period of unprecedented brain development) and as they develop in response to their environment and learn from their affectionate interactions with adults. When a child does not have a father figure from conception, they run the risk of mental illness, teenage pregnancy, becoming victims or perpetrators of violence, and poor academic outcomes.

The “BaBonise!” Campaign gives men an opportunity to pledge their support in building strong foundations for the next generation in their community, by helping all children to have a positive and active male role model; to feel safe and protected; and to have plenty of opportunities to learn through play. It encourages the thousands of men who are players and spectators at the tournament and recipients of the advocacy campaign, to be ambassadors of change - inspiring other men in their community and beyond.

The “BaBonise!” campaign forms part of the “Leave No Young Children Behind” initiative that the Foundation, together with RCL FOODS and other partners, have been spearheading for six years in Nkomazi, Mpumalanga, home of the Selati Cup. This community development initiative has successfully rallied stakeholders to mobilise resources, funding, skills, and expertise to support a basket of services required to ensure that the young children in Nkomazi can thrive.

The Selati Cup is a group-and-knock-out soccer tournament where 64 teams compete during a three-month period for a chance to play in the final game. RCL FOODS established the Selati Cup (Selati Sugar being one of RCL FOODS’ brands) in 2015 with only 32 teams with the objectives of bringing camaraderie and entertainment to the people of Mpumalanga. This year it started on 21 March, taking place in various stadiums in the Nkomazi Municipality with the last match played on 4 June 2023. Other partners in the successful roll out of this campaign include Nkomazi Municipality, The Mpumalanga Department of Culture, Sport and Recreation, South African Football Association, Trans African Concessions, Tekkie Town, and the Department of Health. Director of sustainable cane supply and community development at RCL FOODS, Derek Van Niekerk, said: “All of our partners need to hold hands and drive the “BaBonise! Show Them” Campaign with zest to showcase the necessary changes which will impact the lives of all children in our community.”

To learn more about the campaign and to get involved, follow the DO MORE FOUNDATION or Selati Cup on Facebook and stay tuned for our Selati Cup communications.