From the news desk

MAD campaign lights hearts in Promenade

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The month of Ramadan, mostly referred to as the month of fasting, boasts much more than just sacrificing meal and snack times throughout the day. This act of sacrifice serves as a reminder of those who are less fortunate to all who observe Ramadan. As time has progressed, this “reminder” has transformed to become more than just one for Muslim communities but is now also observed by non-Muslims and businesses during the period of Ramadan.


The Pick ‘n Pay “Make A Difference” (MAD) campaign, in partnership with the Voice Of the Cape, is an excellent example of how businesses now give recognition to the reminder that Ramadaan brings us of those who are in need. The “MAD” campaign has been taking place annually, during the month of Ramadan, for almost thirteen years and continues to grow and prosper.

“It is really inspirational, we do it every year and every year it just grows and grows on us,” said Wallied Adams, representing Pick ‘n Pay Hypermarket in Brackenfell.

“We always believe that doing good is good for the community and the business.”


The campaign involves members of the community nominating others whom they feel are needy and deserving of a Pick ‘n Pay hamper, vouchers or various other goodies. A panel meets and considers thousands of nominations before finally selecting the lucky five hundred community members. These community members are then awarded their prize on either a Wednesday or Saturday at the Pick ‘n Pay branch in or closest to the area in which they reside.


On Wednesday, a few members of the panel from the VOC, along with members from the Pick n Pay team, Wallied Adams and the regional manager Salie Davids- took to Pick ‘n Pay in the Promenade in Mitchells Plain to award a good number of the successful nominated candidates.

Some of the most heartfelt entries were also read out on air by radio personalities, Ayesha Laatoe and Sam Roy, who proceeded to hand over the packages to these lucky and emotional winners. The first to be awarded was Sardiqah Jacobs, a mother of one, who struggles to make ends meet with her husband being the only provider for their home.


Sardiqah’s health condition prevents her from sustaining a job and was nominated for the fact that she puts others before herself and never complains, despite her difficult situation.

“They phoned me on Monday morning to say there was an anonymous letter but I didn’t know what it was about until I got here,” said Sardiqah,

The morning was filled with overwhelmed recipients of all ages who had all been nominated based on their different and unfortunate circumstances but they all had one thing in common, their selflessness and belief in never giving up hope.


Another winner, nominated for generosity in opening up her home to host and entertain the elderly every Thursday for the past seven years, Nadia Levy was sentimental.

“Wow, I feel so emotional now after reading this letter that was sent in to this campaign,” Levy said.

“It’s so emotional because I didn’t know I was making such a difference in my community.”


Pick ‘n Pay in Promenade saw only but a handful of the many remarkable figures in disadvantaged circumstances who are the living examples of the essence of Ramadan.

Pick ‘n Pay and the VOC hope to continue to bring unexpected joy and recognition to those community members who are disadvantaged but continue to put the needs of others above their own. VOC

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