Staff Reporter
The Santa Shoebox Project has urged South Africans to use Youth Day to support teenagers, saying older children are often overlooked despite needing practical help and encouragement ahead of adulthood.
The appeal comes as the organisation marks its 20th anniversary in 2026. It says it has reached more than 1.5 million children over two decades, including tens of thousands of Grade 11 learners who received items to support them ahead of their matric year.
“It’s always heartwarming and inspiring to see firsthand how teenagers’ lives can be changed by a single act of kindness. Our donors have done wonderful things for our Grade 11 learners over the years,” said Santa Shoebox Project CEO Deb Zelezniak.
The organisation said its work with teenagers has shown how small, targeted gifts can have a direct impact on confidence, dignity and school readiness.
“There are many beautiful stories I can tell about how South Africa has shown up for our Santa Shoebox teenage beneficiaries,” said Zelezniak.
“Once, a Grade 11 boy cried tears of joy when he received a shirt and tie so that he could go into his first job interview with dignity and pride. On other occasions, teenagers have received quality hygiene items, books and stationery that really boosted their confidence ahead of their matric year. A group of boys danced around their class when they received rugby balls.”
“Hair and nail accessories, cute toys and PEP Stores vouchers have also brought great joy to our teens — a class even broke out in song to say thank you.”
“Another class told us they loved their gifts so much, they were “speechless”. And one gift that has made a lasting impression on all of us was when shoebox donors from Secunda gave a Grade 11 teen a life-changing voucher for driving lessons!”
The Santa Shoebox Project was founded in 2006. More than 1.35 million Santa Shoeboxes have been distributed to underprivileged and socially vulnerable children since then.
Each traditional or virtual shoebox contains eight specified items, including soap, a washcloth, a toothbrush, toothpaste, educational supplies, clothing, treats and age-appropriate discretionary items selected for each recipient.
Through its SSP Legacy arm, the organisation said it has reached more than 180,000 children by establishing and upgrading early childhood development centres, investing in teacher training and installing reading corners to support cognitive, language and social-emotional development.
Zelezniak said the anniversary year was an opportunity for South Africans to help create more stories of support for teenagers.
“Let’s show up for South Africa’s teens in 2026 and create more beautiful stories to tell. For a teen, a simple gift can open new worlds of possibility. Knowing that people care about you and your future, is a powerful vote of confidence. Together, we can show our teens that we believe in them.”
The organisation said donors can begin preparing boxes now to spread the cost. Corporate pledges open on 1 August and individual pledges open on 1 September.
The Santa Shoebox Project invited South Africans to sign up as volunteers, make a pledge or become brand partners through its website.
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