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Former secretary general of the United Nations, Kofi Annan, once said that “Literacy is a bridge from misery to hope. It is the road to human progress and the means through which every man, woman and child can realise his or her full potential,’’ yet for millions of South African children, that bridge seems inaccessible.
While the literacy crises in South Africa continues, many experts agree that learning to read in one’s mother tongue can helps combat this issue. According to early literacy specialist, author, and translator, Dr Xolisa Guzula, ‘’Research shows that children learn better when they are grounded in their mother tongue.’’
However, what exacerbates the problem is that most kids only have access to books that are not in their home languages. Only 2% of children’s books published commercially in South Africa* are in local African languages. In a country where approximately eight out of ten people speak a home language other than English, creating relatable stories in indigenous languages is critical if we hope to improve childhood literacy.
Cadbury Dairy Milk has always been a brand steeped in the spirit of generosity and pioneering social impact. Cadbury remains committed to its mission of igniting a love for reading in the next generation by making homegrown stories more accessible in their home language.
The Homegrown Stories initiative is the latest step in a long-term social mission to grow, co-author, distribute and inspire relatable children’s stories in all 11 official South African languages. Last year, Cadbury Dairy Milk asked the public to translate words into their mother tongue. A team of young local authors then weaved these words into exciting new stories. To date over 500 stories have been translated and made available for download from the Cadbury Digital Library with an additional 45 000 books printed and distributed directly to the children who needed them the most.
South Africa is a nation of natural storytellers, crafted through our shared experiences and diversity. This year, Cadbury is encouraging South Africans to tap into their innate storytelling abilities and, by using their everyday interests and experiences as inspiration, generously share a homegrown story in their beloved home language.
Telling our own stories
Representation and resonance are important aspects in the literacy journey. When children can see themselves reflected in stories it aids comprehension and encourages enjoyment of the reading journey, which in turn promotes a culture of reading.
Professional storyteller and author Baeletsi Tsatsi agrees, ‘’By telling relatable stories to our children, we give them a sense of their place in the world and let them know that they matter and their experiences matter. If we want children to fall in love with reading and themselves, then it is paramount that they see themselves in the stories they read, and this is a beautiful way to do that.”
Dr Guzula continues, “The importance of children being able to relate to the stories we tell them cannot be overstated when it comes to developing a love for reading. Nurturing the enjoyment of reading also puts a child at an advantage when they reach school going age.”
To amplify this enjoyment Cadbury commissioned local illustrator, Russel Abrahams aka Yay Abe, to incorporate his contemporary design style into creating engaging, impactful Cadbury Story Edition packs to launch the Homegrown Stories journey.
This post and content is sponsored, written and provided by Cadbury
