At the heart of 34’s culture is a desire to not only deliver for our clients, but to genuinely help the wider community with the projects we take on.
iKhaya le Themba was one such challenge.
iKhaya le Themba is a special place in the heart of Imizamo Yethu informal settlement, offering a holistic after-school programme.
The children of iKhaya le Themba had been left to play in a dangerous dust bowl. So we set about raising the funds to turn the dust bowl into a sports field the kids would love, complete with soccer posts, synthetic grass and an all-important sound system.
We told the world about our idea and they responded as we received funds from friends, strangers and some smart 34 initiatives.
Once we had the funds we needed, construction could begin. And that’s when the idea really came to life as we set out to record and collect the voices of the community to support the children from the sidelines as they dribbled and scored.
And we called it The Sound Of Hope.
We collected the voices of the people that mattered most to these children – those parents, guardians and community members who couldn’t be present at important moments in these children’s lives.
And now The Sound Of Hope can be heard every time the children take to the field, even when parents are away providing for their families.
“Working on this project with seven of my 34 colleagues and bringing it to life is certainly one of our agency’s most meaningful achievements,” emphasised Charles Sanderoff, 34’s Account Director.
“The idea to broadcast the Sound Of Hope as the children play is awesome encouragement for them to be the best they can be on the pitch and in school. The kids have been learning about kindness this month and what an awesome example they’ve had. Thank you 34 for your generosity and kindness. It’s made a huge difference in the hearts and lives of more than 100 kids in Imizamo Yethu,” said Susan Hill, Managing Director at iKhaya le Themba.