In homes across South Africa, the foundations of the nation’s future are being built—not in lecture halls or boardrooms, but in everyday moments between caregivers and children.
Now, Hold My Hand is bringing those moments into the spotlight with the launch of its nationwide Brain Power Competition—an initiative designed to celebrate the unseen architects of childhood development.
Turning Everyday Moments into National Impact
The competition invites South Africans from all nine provinces—parents, caregivers, siblings, neighbours, and community members—to share how they are actively “wiring” young minds for lifelong success.
This initiative is rooted in the priorities of the National Strategy for Accelerated Action for Children (NSAAC), which identifies early learning and language development as critical to unlocking the country’s long-term potential.
At its heart is a powerful truth backed by science: 90% of brain development occurs before the age of five.
It is during these early years that simple, consistent interactions—often overlooked—shape the neural architecture that supports literacy, emotional intelligence, and lifelong learning.
Celebrating the Invisible Work of Caregiving
“Education doesn’t start in a classroom at age seven,” says Mesuli Kama. “The real architects of South Africa’s future are the mothers, gogos, fathers, and caregivers at home today.”
The Brain Power Competition seeks to make this invisible work visible—elevating the small but powerful actions that define early childhood development.
From storytelling and reading to singing lullabies, dancing, and playful exploration using everyday objects like sticks, stones, and pots, the competition captures the essence of learning through connection.
Even responsive conversation—answering a child’s babbles or questions—plays a vital role in building cognitive pathways.
A Nationwide Call to Participate
Open to all South African residents and inclusive of all 12 official languages, the competition is designed to be accessible and participatory.
Entries can be submitted via WhatsApp (0600 411 111) in the form of:
- A 30-second video
- A voice note
- A photo with a short story
Participants simply need to send the word “Brainpower” to begin their entry.
The competition runs from 13 April to 23 May 2026, with R8,000 in weekly cash prizes up for grabs—rewarding not just creativity, but commitment to nurturing young minds.
Beyond the Competition: Addressing Structural Challenges
While the campaign celebrates individual contributions, it also acknowledges the broader systemic challenges facing caregivers.
Through the Hold My Hand Accelerator for Children and Teens—developed in partnership with The Presidency of South Africa and the DG Murray Trust—the initiative continues to advocate for critical policy shifts.
Key priorities include:
- Closing the nutrition gap to ensure children receive adequate, protein-rich diets essential for brain development
- Addressing high rates of foetal alcohol spectrum disorder linked to alcohol exposure during pregnancy
- Promoting safer environments that support healthy childhood development
These structural interventions reinforce a simple message: brain power is not only built at home—it must also be supported by society.
A Collective Responsibility
Importantly, the campaign expands the definition of caregiver.
“Building brain power is something we all can do,” Kama emphasises. “Even older siblings and extended family members play a role.”
Teenagers, too, are encouraged to participate—highlighting how brain development continues beyond early childhood through the creation of new neural pathways.
Reimagining South Africa’s Future
The Brain Power Competition is more than a campaign—it is a national movement to reframe how South Africans think about education, development, and responsibility.
It challenges the idea that learning begins at school and instead positions the home, the family, and the community as the first and most important classrooms.
In doing so, it offers a powerful reminder: the future of South Africa is not waiting to be built.
It is already taking shape—in every story told, every song sung, and every moment shared.
