ADreach reaches out to orphaned children in the Northern Cape Province

To this end, ADreach recently provided support to the Kimberley-based Kestell Children's Home in a campaign drive, aimed at generating awareness of the home and its various needs. This support took the form of nine street pole advertisement sites on which to place awareness advertisements, for an unlimited duration of time. This campaign, valued at approximately R7000.00, saw ADreach, together with printing sponsors, Northern Cape Signs, produce and erect a number of striking posters along Long Street, Memorial Road and Oliver Road.

"The Home is tremendously grateful for this invaluable contribution, and plans to use this opportunity to highlight the plight of neglected, abused and exploited children, particularly within the Northern Cape Province.Through our street pole advertising campaigns we will be calling on the community, as a whole, to get actively involved in identifying and supporting vulnerable children and those at risk," saysJannie le Roux, Marketing and Development Representative at the Kestell Children's Home.

Le Roux continues to say, "The Home houses 82 children, and our main focus with this campaign will be to generate awareness amongst the residents of Kimberley as to the various needs of these youngsters, and to encourage them to possibly consider fostering a child or simply giving a donation of clothes, toiletries or toys."

According to the Department of Social Development Minister Zola Skweyiya, the number of orphaned children in South Africa is currently estimated at 1.5 million. It is uncertain how many orphans there are in the Northern Cape and in Kimberley specifically, but what is known, is that, in accordance with South African figures, the numbers are steadily rising.

Recent data published by the United Nations Children's Fund (UNICEF) states that, although the reasons may vary greatly, separation from parents and family is usually detrimental for the overall wellbeing and development of the child. Children without the guidance and protection of their primary caregivers are often more vulnerable and at risk of becoming victims of violence, physical abuse, trafficking, exploitation and even death. Surviving children may face malnutrition, illness, physical and psychosocial trauma, and impaired cognitive and emotional development, discrimination or other abuses.

With the ever-increasing rate of occurrence of child abuse and abandonment in South Africa, there is a definite increasing demand for greater awareness as well as educational campaigns focused primarily on family planning and the need that exists for public assistance.It was with this in mind that ADreach entered into this crusade with the Kestell Children's home.

Le Roux concludes by saying, "The dedicated and passionate involvement from both ADreach and Northern Cape Signs is greatly appreciated, and even if we are able to get a handful of individuals to consider the notion of providing foster care to an orphaned child, this campaign will have been a great success."