Sandton City, Africa’s most iconic shopping destination, teamed up with the Riky Rick Foundation to give a voice to South Africa’s silent pandemic: mental health and suicide, especially among the youth. Riky Rick, one of the country’s most prolific artists, who died by suicide in 2022, was the voice of the youth.
The Words that Heal campaign addressed the taboo subjects authentically. Phase 1 invited audiences to share healing words via voice notes to a WhatsApp line, and phase 2 launched an in‑mall experiential pop‑up and the Words that Heal Schools Tour, where students talked openly about mental health, guided by a psychologist. With over 4.7 million digital impressions, it resonated.
