January is supposed to signal fresh starts. New uniforms. New notebooks. New ambitions.
But for many South African families, it arrives with a familiar weight — the cost of education.
According to Children Count, more than 46,000 children did not attend school in 2024 simply because their families could not afford it. As matric results are released and schools, colleges, and universities prepare to open their doors for 2026, that financial pressure reaches its peak. Fees are due. Registrations open. And thousands of families are forced to make painful decisions about what dreams can continue — and which must wait.
This year, however, 200 South African families are getting a lifeline.
Through its Streetwise “Originals Start Strong” campaign, KFC is investing R5 million in education fees, offering R24,000 each to 200 families and students to help cover school, college, or university costs. In addition, 150,000 more winners will receive airtime or data vouchers worth R25, easing communication and access during a critical time of year.
The campaign runs until 9 February, deliberately targeting the exact moment when education-related costs place the greatest strain on households.
Meeting the moment when pressure is highest
“January is when educational costs hit hardest,” says Grant Macpherson, Chief Marketing and Digital Officer at KFC Africa.
“School fees are due, university and college registrations open, and families are making difficult decisions about their children’s futures.”
Rather than approaching education support as a distant or complex corporate initiative, KFC designed Originals Start Strong to meet people where they already are — at its counters, purchasing affordable meals, navigating everyday life.
“This campaign is about feeding the potential we see in South Africa’s young ‘Originals’,” Macpherson says. “The ones who are determined to make something of themselves regardless of where they start.”
Where talent exists, opportunity must follow
At the heart of the campaign is a simple belief: talent and ambition are evenly distributed, but opportunity is not.
By linking the giveaway to Streetwise, KFC’s most affordable meal range, the brand ensures that access to the campaign remains as broad as possible. There are no lengthy applications, no complex qualification criteria, and no barriers that exclude those who need help the most.
“Streetwise has always been the meal for people who use their smarts and grit to get ahead,” says Macpherson.
“With this campaign, we’re saying: if you’ve got the drive, we’ll back you. All you need is a Streetwise meal and the ambition to start strong.”
The timing is intentional. Schools reopen on 14 January, with matric results released two days earlier — a moment when the future suddenly becomes very real for thousands of young people. For many, academic dreams remain just that without the means to pay fees. Originals Start Strong offers something rare: momentum at the exact moment it’s needed most.
Education as a seat at the table
“Everyone deserves a seat at the table,” Macpherson says. “And everyone deserves a shot at their educational goals.”
He emphasises that this initiative is not about traditional corporate social investment models that often involve long processes and limited reach. Instead, it’s about immediacy, dignity, and access.
“This is about meeting people where they are — buying affordable meals — and giving them a real chance to win support that could change their trajectory.”
For the youth of Mzansi, waiting for perfect conditions is not an option.
“They don’t wait for life to be ideal,” says Macpherson. “They start with what they have and push forward. January doesn’t have to be about anxiety and limitation. For 200 families and students, it’s going to be about possibility and momentum.”
And sometimes, momentum is all it takes to turn potential into progress.
The Originals Start Strong campaign runs until 9 February. Terms and conditions apply.
