Brief
Gun Free South Africa launches portrait campaign highlighting children’s futures
The ‘If I Grow Up’ campaign uses children’s aspirations to keep gun‑violence debate in the public eye.
By Felo News Desk · Published
Gun Free South Africa (GFSA) unveiled a new portrait photography campaign on 6 Oct 2026 that focuses on children living in high‑risk areas such as Hanover Park on the Cape Flats. Developed with M+C Saatchi Abel, the campaign, titled “If I Grow Up”, pairs striking portraits of real children with the question of what they want to be when they grow up, aiming to shift the national conversation from statistics to personal futures.
What happened
The campaign was launched on 6 Oct 2026 and immediately featured images of children expressing ambitions to become doctors, teachers and athletes. Rather than graphic depictions of shootings, each portrait is accompanied by the child’s stated dream, creating a contrast between hope and the daily reality of gunfire in their communities.
What the reports add
The Bizcommunity article notes that GFSA positions the campaign as a way to sustain media coverage and public support for stricter firearm regulations. It also cites the organization’s claim that nearly 200 children are killed annually in South Africa, a figure used to underline the urgency of the message.
What was said
“The objective is to keep gun violence in the national conversation and continue building public support for stronger gun control measures,” GFSA executive director Dr Stanley Maphosa told Bizcommunity. “It highlights the dangers of life in communities where nearly 200 children are killed annually.”
Delano Chengan, creative director at M+C Saatchi Abel, added, “This campaign is a reminder that reducing gun violence isn’t just about saving lives, it’s about protecting children’s futures.” M+C Saatchi Abel managing director Masego Motsogi said the effort is designed to generate sustained awareness and meaningful media coverage.
How it came about
The campaign builds on GFSA’s long‑standing advocacy for stricter gun laws and follows previous public‑education efforts highlighted in Felo News coverage of South African policy debates.
Key facts
- Gun Free South Africa launched the ‘If I Grow Up’ portrait campaign on 6 Oct 2026. (bizcommunity.com)
- The campaign targets children in Hanover Park and surrounding Cape Flats areas. (bizcommunity.com)
- Dr Stanley Maphosa said the campaign aims to keep gun‑violence in the national conversation and cites nearly 200 child deaths annually. (bizcommunity.com)
- M+C Saatchi Abel creative director Delano Chengan said the campaign links gun‑violence reduction to protecting children’s futures. (bizcommunity.com)
Sources
- [1] bizcommunity.com — originally reported as “Gun Free South Africa’s powerful portrait campaign ‘If I Grow Up’ hits home - M+C Saatchi Abel”
