124 Santa Shoeboxes donated by Time Square staff to underprivileged children

Since 2006, the Santa Shoebox Project has grown from a simple gift-giving initiative to an organisation that creates lasting change in communities across South Africa. From the annual Santa Shoebox gift drive to the ongoing development of early childhood development facilities (ECDs), upskilling of educational practitioners, of installation of reading corners, a short-term project has been turned into an initiative that impacts meaningfully for children in need.

Every year thousands of private individuals prepare shoeboxes filled with essential items and gifts suited to each child’s age and gender - typically including toiletries, clothing, school supplies, toys and treats, which are distributed by Santa Shoebox. For companies and organisations, it’s a heartwarming way to give back to those who would not otherwise receive anything for Christmas.

This year, Time Square’s involvement and employee contributions aim to enhance the reach and impact of this initiative, promoting a spirit of generosity and community engagement.

Through its pledge of 124 shoeboxes to underprivileged children from selected schools and community centres in the Tshwane region in Pretoria East, Time Square continues to play a meaningful role in spreading love and hope, ensuring that children from disadvantaged communities experience the true spirit of giving during Christmas.

These pledges came personally from Time Square employees, who handed over their gifts in October.

For many South African children, a new school year begins without shoes, basic stationery, or even soap. With more than half of 20.9 million children living in poverty, these daily barriers strip away and limit opportunities for healthy development.

"In this context, small acts of generosity can make a tangible difference,” said Deb Zejezniak, CEO at the Santa Shoebox Project. "In 19 years, the nation has helped us reach more than 1.3 million underprivileged children in South Africa and Namibia with personalised shoeboxes filled with school supplies and clothing items – practical necessities many families cannot afford. This year, the goal is to reach another 80 000."

For the Time Square employees who participated, the gesture is deeply meaningful, said general manager Ruben Gooranah. “It’s the time of the year for giving, and Santa Shoebox is such a worthy cause. We wish them all the strength in the world, and invite everyone to take part.”