Be part of the BIGGEST literacy program in South Africa and the World – just by turning on the subtitles!
Johannesburg, South Africa (08 October 2024) – Literacy is the foundation of a child’s development. It opens doors to knowledge, critical thinking, and future success. Reading isn’t just a skill; it’s a key to unlocking the potential of every young mind. But what happens when access to this crucial tool is limited? In South Africa, the literacy crisis is a stark reality, with millions of children falling behind and unable to read (or read for meaning). The impact of this deficit ripples across society, affecting everything from education to economic growth.
However, a simple solution could turn the tide… and all it takes is a press of a button.
To fully understand the crisis, we must look at Early Childhood Development (ECD) – a critical period when children acquire the skills that will shape their futures. Unfortunately, in South Africa, this phase is overshadowed by a severe literacy catastrophe. According to global studies, a staggering 8 out of 10 children in the country can’t read for meaning by age 10. These early years are essential for academic success and for developing social, emotional, and cognitive skills. Without intervention, the consequences are severe: higher dropout rates, fewer job opportunities, and growing socio-economic inequality.
Children who can’t read struggle to progress in every other subject, affecting their long-term development and the future workforce.
But here’s the good news: we can all be part of the solution.
And it’s much simpler than you think.
What if we told you that turning on subtitles while watching TV could help build the largest literacy program in the world? It sounds almost too simple to be true but that’s exactly what Turn On The Subtitles (TOTS) is all about. This global movement aims to boost literacy by encouraging everyone to switch on subtitles while watching shows, movies, or videos. By doing this, children engage in reading without even realising it. They associate the spoken word with written text, building reading skills naturally and effectively.
The beauty of this solution is in its simplicity.
Subtitles are available on most modern streaming services, and turning them on requires no extra cost or effort. Research has shown that it can improve reading comprehension, especially in early learners. TOTS wants South Africa to join this global revolution and create one of the biggest and easiest literacy programs in the world.
Here is an example below. This version of Khumba (a proudly South African production) already has subtitles embedded into the YouTube video, meaning you don’t have to do anything to turn them on.
Now, you might be wondering how this could work in a country where access to data and streaming services isn’t as widespread as in other parts of the world.
While it’s true that first-world countries have an easier time with streaming platforms, South Africa is far from being left behind. While some households may have access to Netflix, Showmax, AppleTV+, Disney+ and other services, most of the country relies on public broadcasters. That is why TOTS is actively lobbying local broadcasters like SABC, Multichoice and eTV to turn on the subtitle option for their programming. With SABC’s vast audience (they state that they have over 30 million viewers and a reach of up to 91% of the public), imagine the impact of subtitles becoming a default feature across all their channels. By simply adding text to the screen, millions of South African children could have access to daily reading practice. This could revolutionise Early Childhood Development, addressing the literacy gap on a national scale and putting South Africa on the map for one of the world’s largest literacy movements.
And this isn’t just an idea being pushed by researchers and campaigners, it’s catching the attention of some of South Africa’s biggest names.
Celebrities like Connie Ferguson, Bryan Habana, Proverb, and Graeme Smith have thrown their support behind TOTS, joining international stars like Jack Black and Stephen Fry. These advocates are raising awareness about South Africa’s literacy crisis and encouraging their fans to do one simple thing: turn on the subtitles.
How Can You Help? It’s Easier Than You Think!
The beauty of this initiative is that anyone can participate. You don’t need to be a teacher or a literacy expert to make a difference. Start by reading to your kids or reading with them. But if your children are watching YouTube, Netflix, Showmax, AppleTV+ or even Disney+, turn on the subtitles. It’s an effortless way to help them read while they watch their favourite shows. You’ll be opening up a whole new world for them—one where reading is fun and natural, and learning happens without pressure.
If you want to go even further, you can pressure local broadcasters to do the same – turn on the subtitles! Email them or post to their socials and make it known that you are using your voice to help turn the tide in literacy in South Africa.
Imagine a future where South Africa closes its literacy gap and leads the world in an innovative, accessible way to teach reading skills. Turn on those subtitles, and watch as the magic of reading unfolds right before your (and your little one’s) very eyes.
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