Leading retailer, Pick n Pay just released its 2019 Christmas advert, ‘Give’ – a heart-warming film encouraging South Africans to embrace a spirit of generosity this festive season by giving a little of themselves. A message of kindness, so needed in the world today, and a touching reminder that a small act of selflessness has the power to change people’s lives. 
 
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Through a series of extraordinary examples of South Africans giving of their time and talents to make a positive difference in their communities, ‘Give’ delivers the true meaning of Christmas. 
 
Renowned jazz trumpeter, Roy Sokuyeka gives of his experience to mentor up-and-coming musicians. Photographer Adrian Steirn gives some thought to the future through a moving exhibition to raise awareness around the most trafficked and endangered mammal in the world, the Pangolin. Thousands give their support to take a stand against gender-based violence and give their voice to say #enoughisengough. The Wildfire Volunteer Services team give a lot as they battle the summer fire season in the Western Cape. 
 
“Christmas is all about the spirit of giving, but we tend to become very focused on giving “things”, yet giving of ourselves can be so much more rewarding,” comments Christo Nel, executive creative director at the King James Group, the agency behind the film. He continues, “The rationale behind the ‘Give’ commercial is simple; give of yourself and the effects are far greater”.
 
As a brand that has been committed to making a significant and sustainable impact on society for over 50 years, this is a message close to Pick n Pay’s heart. The retailer has always believed that doing good is good business and has become a vehicle for positive change through partnerships with local charities, volunteering, donating goods or services and helping local communities during crises or emergencies. This year alone, the Pick n Pay School Club supported more than 2-million learners, the FoodForward SA Partnerships donating more than 1600 tonnes of groceries, the Sunflower Fund raised just under R4-million and more than R7-million worth of clothing was donating to the Clothing Bank.  
 
“Our company ethos has always been about caring for people; serving our customers and participating in the communities in which we operate. For decades we have worked at ways to build a better tomorrow for all South Africans, and this festive season is no different,” comments John Bradshaw, head of marketing at Pick n Pay.
 
Bradshaw adds, “ The best gifts don’t always come in wrapping paper. In the spirit of Christmas, we’re pledging to donate R10 000 each to 6 charities close to our hearts AND match any Smart Shopper points donated up to the value of R50 000 each.”