Johannesburg – South Africa’s children are at the centre of a new national initiative as Hold My Hand officially launches the Brain Power Competition, aimed at celebrating everyday acts that build strong foundations for lifelong learning.
Purpose of the Competition
- The competition responds directly to the National Strategy for Accelerated Action for Children (NSAAC).
- NSAAC identifies early learning and language development as one of ten urgent priorities for unlocking South Africa’s future potential.
- Science shows that 90% of brain development occurs before age five, making early caregiving crucial.
Everyday Acts That Build Brain Power
Participants are invited to showcase simple, daily interactions that strengthen children’s brains, including:
- Storytelling and reading
- Singing, dancing, and lullabies
- Play with “loose parts” such as sticks, stones, or pots to spark curiosity
- Responsive talk, answering children’s babbles and questions
Mesuli Kama, Hold My Hand’s social mobilisation lead, emphasised: “The real architects of South Africa’s future are the mothers, gogos, fathers, and caregivers at home today.
“This is about making the invisible work of caregiving visible to the entire nation.”
How to Enter
- Open to all South African residents across nine provinces.
- Entries accepted in all 12 official languages.
- Submit via WhatsApp (0600 411 111) by sending a 30-second video, voice note, or photo with a short story.
- To start, send the word ‘Brainpower’ to the WhatsApp number.
Competition Timeline & Prizes
- Start Date: 13 April 2026
- Closing Date: 23 May 2026
- Prizes: R8 000 in weekly cash prizes
Beyond the Competition
While the contest celebrates individual caregivers, Hold My Hand continues to push for structural changes to support children’s development:
- Closing the food gap to ensure children receive adequate nutrition, especially protein for brain growth.
- Protecting children from alcohol-related harms, with high levels of foetal alcohol spectrum disorder posing a serious challenge.
Kama added that teenagers are also encouraged to participate:
“Building brain power is something we all can do, even older siblings and extended family members.”
About Hold My Hand
- A national communications and social mobilisation campaign supporting the NSAAC.
- Established through a partnership between the Presidency and the DG Murray Trust.
- The Hold My Hand Accelerator for Children and Teens works to fast-track priority strategies for child and teen well-being.
