Our true story is one of role reversal where the orphaned young perform a selfless act of kindness towards the elderly and confirm that there is more joy in giving than receiving.

It took a small but human gesture to demonstrate our big idea.

We created a simple human story of sharing and generosity: On a hot day in Emfuleni Township, we see the children in Sakhumzi Orphanage being roused and shepherded aboard a bus which takes them to McDonald's for McFlurries. But rather than eat them, the children run straight back to the bus which heads to an old age home. They rush in and surprise the elderly folk. There is a spontaneous moment of surprise, sharing and gratitude between both groups concluding with the line ‘Everyone can do with a little happiness’.

We knew this idea would best be launched on TV but would really live through PR. So, the film was aired for 2 weeks and simultaneously released online reaching 250 000 impressions on social sites in just three days. The story was seeded with 200 bloggers generating major coverage. A total of 2 million people were reached via free PR.

This wasn’t just a feelgood campaign. Over and above winning hearts and minds, we had spectacular sales effects. 25% growth in McFlurry sales vs previous year - despite launching the campaign in winter. A new Mudpie McFlurry flavour launched on the back of this campaign is currently outperforming its sales target by 16%.

Hundreds of local & international blogs picked up the story.

Over R3 million in free media earned. Despite these successes, the biggest smiles came from receiving news that the children's home has been inundated with calls to adopt some of the cast members.