Mandela Day: Restoring Children’s Dignity Is an Act of Justice, Not Charity
Today, 6 out of 10 South African children live below the poverty line, with many attending school without access to the basics like a toothbrush, soap, or wash cloth. “This doesn’t just affect their physical health in terms of preventable illnesses like gingivitis and skin infections, it also affects their ability to learn,” says Deb Zelezniak, CEO of the Santa Shoebox Project.
Many children report that stigma keeps them from forming friendships or participating in play. Some children avoid interacting with peers out of fear of being judged, while others are actively bullied because of their appearance or health issues. This isolation takes a heavy emotional toll, leaving them feeling embarrassed, ashamed, and anxious. Over time, these feelings chip away at their self-esteem and confidence, often manifesting as behavioural issues in the classroom. The result is a cycle of poor concentration, academic disengagement, and underperformance, a trajectory that denies them the opportunity to reach their full potential. “Consequently, many children stay trapped in a cycle of poverty and marginalisation,” notes Zelezniak.
This Mandela Day, the Santa Shoebox Project is drawing attention to this often-overlooked barrier to learning and offering a way for the public to take direct action by pledging Virtual Santa Shoeboxes.
Zelezniak explains that with families forced to choose between putting food on the table and buying hygiene products, these essentials often fall by the wayside. “That’s why every Virtual Santa Shoebox donated to a child in need includes a toothbrush, toothpaste, soap, a washcloth, and an outfit of clothing, because so many children simply go without. These items are just as critical as school supplies in giving children the tools they need to succeed.”
As Nelson Mandela reminded us, ‘Poverty is not natural. It is man-made, and it can be overcome by the actions of human beings. And overcoming poverty is not a gesture of charity. It is an act of justice’. That justice begins with something as simple and powerful as ensuring a child has the opportunity to show up clean, confident, and ready to learn. When we remove the small but heavy burdens poverty places on children, we give them a chance to reach their potential,” she concludes.
About the Santa Shoebox Project
Traditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged.
Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R500 plus an optional delivery fee of R30.
SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children.
Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance.
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