Gun Free South Africa ‘If I Grow Up’

Gun Free South Africa ‘If I Grow Up – Ballerina’

Gun Free South Africa ‘If I Grow Up – Vet’

Gun Free South Africa ‘If I Grow Up – Ronaldo’

Children often speak about their future by saying, “When I grow up…” But for many children living in communities affected by gun violence in Cape Town, that future is uncertain. This is reflected in the devastating reality that, as of mid-2026, over 120 children and minors have been shot or killed in gang-related crossfire across Cape Town’s townships and Cape Flats.

To confront this problem, we worked with real children with real dreams in real communities. We spent time in communities where shootings are a regular occurrence and asked the children one simple question: “What do you do when there is a shootout?” Their responses shaped the entire campaign.
Instead of answering with words, one child hid, another took cover, and another ducked. There was no panic or hesitation. They weren’t scared; they were simply doing what they’ve done their whole lives. Their calm response was striking. It wasn’t because they felt safe, but because gunfire had become a normal part of growing up. That quiet acceptance revealed a heart-breaking truth: for these children, surviving a shootout had become routine.

That insight became the foundation of If I Grow Up. A print campaign that pairs portraits of the children with the dreams they have for their futures. Each visual features the children instinctively hiding in a corner, ducking, or taking cover, alongside the minimal copy line, “If I grow up, I want to be…” By changing a single word, “When” to “If” we transformed a familiar childhood phrase into a powerful reminder that gun violence doesn’t only threaten lives; it threatens futures.
If I Grow Up not only reveals the devastating reality of gun violence, but also the optimism of the children who continue to dream despite it. The campaign invites readers to stop, reflect, and confront an uncomfortable truth, while directing them to Gun Free South Africa, where they can learn more about the issue and support the cause.

Brand/Client: Gun Free South Africa
Brand Manager: Monique Hansen
CMO or Marketing Director: Dr. Stanley Maphosa

Agency: M&C Saatchi Abel (Up & Up Group)
Managing Director: Masego Motsogi
Chief Creative Officer: Jake Bester & Neo Mashigo
Creative Director: Delano Chengan
Account Management: Joshua Sonn
Art Director: Delano Chengan & Graham Arendse
Producer: Nicole Mohamed & Melanie Jannecke
Media Agency: Connect
Photographer: David Prior
Writer: Anele Mjali

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