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The modern marketplace is louder than ever. Brands publish constantly, algorithms churn endlessly, and audiences are exposed to more messaging in a single day than previous generations encountered in a month. Yet despite this unprecedented volume, something essential is missing: emotional connection.

The real challenge facing brands in 2026 is not visibility. It’s meaning.

Consumers are no longer moved by polished campaigns or clever slogans. They are looking for something deeper, a sense of alignment, recognition, and shared values. And that level of connection is impossible to achieve when strategy is built without purpose.

“Purpose is not a marketing device. It is the internal compass that shapes how a brand behaves, decides, and communicates,” says Nadia Hearn, PR and brand communications strategist, founder of Get Published and co-founder of Brand Growth Track. She shares why when purpose is absent, strategy becomes a performance. When purpose is present, strategy becomes a relationship.

Across Africa, this truth has long been understood. Communities here have always valued connection over consumption and contribution over competition. As global audiences shift toward values-driven decision-making, this perspective is becoming increasingly relevant and increasingly powerful.

Below Nadia Hearn shares three strategic shifts that will define the brands capable of building genuine emotional connection in 2026:

1. Move from “What We Do” to “Why It Matters”

Most brands still lead with offerings, features, and capabilities. But audiences don’t connect with what a brand does they connect with the meaning behind it. They want to understand the human problem being solved, not the list of services being provided.

This requires a shift from transactional communication to purpose-led storytelling.
It means articulating the deeper intention behind the work, the impact on people’s lives, and the values that guide decisions.

When purpose becomes the anchor, messaging gains clarity, consistency, and resonance. It stops trying to impress and starts trying to matter. Purpose gives strategy direction. Without it, brands drift. With it, they become intentional and intention builds trust.

2. Build Emotional Connection Through Behaviour, Not Words

Audiences today are highly attuned to authenticity. They no longer take brand statements at face value; they look for evidence.

Emotional connection is built through behaviour the lived expression of values not through messaging alone.

This shows up in:

How customers are treated

How decisions are made under pressure

How organisations show up in their communities

How transparently challenges are communicated

How consistently values are demonstrated

When behaviour aligns with purpose, credibility grows. When it doesn’t, trust erodes quickly. Emotional connection is created when what a brand says, does, and delivers are in harmony.

3. Integrate purpose into strategy, not as an accessory

Purpose cannot sit on a website page or in a brand book. It must inform the strategic engine of the organisation. The most effective brands in 2026 will integrate purpose into:

Product and service development

Customer experience design

Leadership and culture

Partnerships and collaborations

Communication and content

Social and environmental commitments

This integration creates coherence, quality audiences instinctively recognise. It also simplifies decision-making, because purpose becomes the filter through which opportunities, messages, and actions are evaluated.

African innovation offers a compelling example here. “We see that many local businesses are built on principles of community upliftment, shared value, and long-term contribution. These are not marketing narratives, they are strategic foundations. And they are increasingly aligned with what global audiences expect from the brands they support,” says Nadia Hearn.

Purpose-driven strategy builds credibility because it creates consistency. “Consistency builds trust,” she adds.

Aligning strategy with purpose, a practical approach

A useful starting point is to define purpose in one clear, human sentence. Then evaluate every strategic decision, message, and initiative against it.

The guiding questions are simple:

Does this reflect why the organisation exists?

Does this create meaningful value for the audience?

Does this strengthen the relationship the brand is trying to build?

If the answer is no, Nadia Hearn shares, “Then action is likely noise not strategy. Purpose-led alignment is not a campaign. It is more of a discipline. When it is applied consistently, it becomes a powerful differentiator in a crowded and increasingly discerning marketplace.”

The key takeaway

In 2026, the brands that succeed will not be the ones with the most content or the biggest budgets.

They will be the ones that create genuine emotional connection, the ones that behave with purpose, communicate with clarity, and show up with consistency.

Strategy with purpose becomes meaning and meaning is what audiences remember, trust, and choose. To receive a free brand purpose audit workbook email This email address is being protected from spambots. You need JavaScript enabled to view it..

For more brand communications insights follow: Instagram: @getpublishedza, Facebook & LinkedIn: Get Published or Nadia Hearn.

Sunfield Shop is open today and tomorrow! 

Pop in, browse our beautiful selection of pre-loved treasures, and be sure to treat yourself (or someone special) to a little Valentine’s spoil while stocks last

Every purchase supports the Sunfield Family and helps us continue caring for our Intellectually Impaired Adults in a safe, loving environment.

Bring a friend, share the love, and enjoy a morning of meaningful shopping. We can’t wait to see you!

Shop Open:
Today: 09:00 – 13:00
Tomorrow: 09:00 – 12:00

Whether you’re hiking the Berg, spotting game in the bush, or just soaking up the sun in the Midlands, your eyewear needs to keep up. We believe you shouldn't have to choose between looking good, protecting your eyes, and saving money.

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Callan Lötter and Matthew Caldwell were both crowned champions of the aQuellé Midmar Mile for the first time after two very different races on Sunday.

While Lötter took the direct route, dominating the elite women’s race, Caldwell’s strategy to swim a wide line out to the right of the rest of the field in the men’s race raised some questions but ultimately paid off.

The Johannesburg swimmer had boldly predicted that the top three in this year’s men’s race would be himself, fellow South African Henré Louw and visiting Frenchman and three-time Olympian Damien Joly. And the trio did indeed take to the front early, joined by Connor Albertyn. But Caldwell made the decision to swim wide to avoid the pack, leaving the other three to fight it out. With Joly unsure whether he had to swim under the hotspot markers or not, he changed his own line several times and it cost him, leaving Caldwell, Louw and Albertyn to battle for the top three spots.

Caldwell’s angle worked in his favour and he took the win in 18 minutes 32 seconds with Louw second in 18:42 and Albertyn third in 18:44. Joly was fourth, a further seven seconds back.

“I just needed to be as wide as possible, not close to anyone. I just didn’t want to be in sight. I wanted to be like an invisible person swimming there. So the plan was just swim my own race in clean water,” Caldwell explained of his tactics.

“It’s lovely. I’ve been wanting this for a few years now… Henré, myself and Connor on the podium, that’s perfect, that’s how it should be – South Africa on top.”

Meanwhile, in the women’s race, Lötter mastered the rough conditions perfectly and made her move early. She was already well out in front by the 400m mark and continued to stretch the gap to the chasing pack. By halfway, the 19-year-old was 12 seconds in front and she had extended that lead to 19 seconds by the final marker at 1200m. She eventually reached the finish in 19 minutes 51 with the battle for second and third heating up behind her.

It was 2022 champion Stephanie Houtman who secured second spot in 20:02 with fellow Pretoria swimmer Carli Antonopoulos third in 20:07. The trio were over a minute clear of the next swimmers.

“My plan was to go out comfortable and see where the rest of the people were, and if they went out fast, I would try and stay with them. And then my plan was only to start building from 400m onwards,” said Lötter afterwards.

“It feels really good. It just shows that my training has been working and I’m really happy with how I performed today,” she added, paying tribute to her coach, Troyden Prinsloo.

“Troy has helped me a lot and given me the confidence and made me enjoy the sport again.”

While the elite swimmers celebrated their victories, there were numerous other incredible feats of endurance achieved on Sunday. Both Reino von Wielligh and Gary Albertyn completed their gruelling mission of swimming 32 miles over the four days of the aQuellé Midmar Mile, while also securing impressive victories in their age groups (Von Wielligh in the 31-40 age group in 20:58 and Albertyn in the 51-60 age group in 21:18) on their 30th miles.

“It's something I wanted to do because of my age, 32, 32 miles, raise R32,000 [for charity]… I think it was very symbolic,” said Von Wielligh. “So I don't think it's something that I'll do every single year. I'll go back and do the 16, but I really hope that in these 32 miles that I did get the word out about [children’s cancer charity] Happy Bundles and what they do and the NCPD [National Council of and for Persons with Disabilities] and hopefully people start looking into them and support those charities at the end of the day.”

Also among those reaching the finish on Sunday were several former winners, including men’s record holder and seven-time champion Chad Ho, and 1997 winner Robyn Bradley (now Minogue) who had returned to the aQuellé Midmar Mile for the first time since that victory and finished fourth in her age category.

“It’s a phenomenal swim – just the organisation and how it’s put together. It’s just incredible,” she said of being back at Midmar after living in Australia for the last 30 years.

Top 10 results

Elite women:
Callan Lötter – 19:51
Stephanie Houtman – 20:02
Carli Antonopoulos – 20:07
Kirsty Andraos – 21:12
Kiara Banks – 21:14
Sasha-Lee Hemmens – 21:15
Zuria Venter – 21:15
Samantha Randle – 21:42
Megan Shepherd – 21:47
Leah Markgraaff – 21:51

Elite men:
Matthew Caldwell – 18:32
Henré Louw – 18:42
Connor Albertyn – 18:44
Damien Joly – 18:51
Sven van der Linde – 19:27
Wian Bartleman – 19:42
Carter Markgraaff – 19:45
James Kewley – 19:47
Luan Terblanche – 19:52
Shane van der Linde – 19:56

For full results, head to: www.finishtime.co.za

Top: Callan Lötter

Below L-R: Matthew Caldwell, Louw (L), Caldwell and Albertyn and Callan Lötter

Last week Pick n Pay successfully concluded its inaugural Project School Takeover, a multi-school intervention programme aimed at giving under-resourced rural learners a dignified, supported start to the academic year. Over the course of January, Pick n Pay and its partners visited rural primary schools in the Western Cape and KwaZulu-Natal, delivering essential back-to-school support to learners and their families.

Across the three schools, more than 130 learners received grocery hampers valued at R1 000 each, along with essential school supplies, shoes, vouchers and nutrition support. In addition, each school received bulk groceries for its feeding schemes and educational classroom content, ensuring that learners are supported both in and out of the classroom.

In partnership with Pick n Pay School Club, the Feed the Nation Foundation (FTN) and a wide network of suppliers, Project School Takeover champions the power of collaboration to create meaningful, long-term impact in communities under pressure.

“The purpose is to give every child and their family a start to the year like they have never had before – with peace of mind around their most basic needs,” says Katherine Madley, Chief Marketing Officer at Pick n Pay. “Together with our business teams, suppliers and partners, we have coordinated food, stationery, clothing and equipment to bring real relief to schools and the communities they support.”

A child cannot focus on learning when basic needs are unmet. Project School Takeover recognises that learner success depends on more than academic materials alone, ensuring children arrive at school nourished, prepared and ready to learn.

“By funding and coordinating the food hampers for all three schools, Feed the Nation Foundation is proud to help strengthen food security and dignity at the start of the school year,” says Deirdre Mullins from FTN. “When families are supported, children arrive at school ready to learn and grow.”

Highlights across the activations included visits from Springbok rugby players, who spent time with learners and reinforced positive messages around resilience, teamwork and aspiration.

The initiative forms part of the wider Pick n Pay School Club programme, which will support more than 2 750 primary schools across South Africa in 2026. Operating as a collaboration platform, School Club enables like-minded organisations to work together rather than in isolation, amplifying impact and reaching learners at scale.

Pick n Pay aims to grow Project School Takeover annually, supporting more under-resourced rural schools across its national footprint so that learners can reach their full potential from day one of every school year. For more information, visit www.pnp.co.za/schoolclub

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Pick n Pay concluded its inaugural “Project School Takeover” at Corrie Lynn Primary School in Petrusstroom near Howick, marking the final of three rural school interventions this month in communities where the retailer operates. The handover saw 70 learners receive grocery hampers valued at R1000 each, along with essential school supplies, shoes, vouchers and nutrition support, as Pick n Pay and its partners responded to the financial pressure many South African families face at the start of the school year.

In partnership with Pick n Pay School Club, the Feed the Nation Foundation (FTN) and a wide network of suppliers, Pick n Pay’s Project School Takeover champions the power of unity to create real change. Through school-specific support, the initiative aims to give learners and their families a dignified, supported start to the year so they can focus on learning.

In addition to the individual hampers, the school also received bulk grocery support for its feeding scheme, and educational classroom content.

“The purpose is to give every child and their family a start to the year like they have never had before, with peace of mind around their most basic needs,” says Phillip Gittins, Marketing Lead of Supermarkets at Pick n Pay. “Together with our business teams, suppliers and partners, we have coordinated food, stationery, clothing and equipment to bring real relief to schools and the communities they support.”

A child cannot focus on learning when basic needs are unmet. Project School Takeover recognises that learner success depends on more than academic materials alone, ensuring children are equipped to thrive both inside and outside the classroom.

“By funding and coordinating the food hampers for all three schools, Feed the Nation Foundation is proud to help strengthen food security and dignity at the start of the school year,” says Deidre Mullins from FTN. “When families are supported, children arrive at school ready to learn and grow.”

One of the day’s biggest highlights for learners was the opportunity to meet Springbok rugby players, Tayla Kinsey Lindelwa Gwala, and Mary Zulu. Three standout South African rugby players who are passionate about youth development and community upliftment.

The initiative forms part of the wider Pick n Pay School Club programme, which will support more than 2 750 primary schools across South Africa in 2026. Operating as a collaboration platform, School Club enables like-minded organisations to work together rather than in isolation, amplifying impact and reaching learners at scale.

Pick n Pay aims to grow Project School Takeover annually, supporting under-resourced rural schools across its national footprint so that learners can reach their full potential from day one of every school year.

For more information, visit www.pnp.co.za/schoolclub

14 is about Valentine’s Day, romance, and getting to hear those “sweet nothings” being whispered in your ear… Take advantage of the Signia Silk’s tiny size, rechargeable capability and unique, virtually invisible instant-fit in-the-canal (CIC) design this February at Butlin Hearing!

Book your FREE hearing screening, or comprehensive hearing test with Claire or Mark, and ask about our 14% DISCOUNT on the Signia Silk! Contact Butlin Hearing in Howick on 033 330 3966 or in Pietermaritzburg on 033 342 2330 to book your appointment TODAY!

Butlin Hearing welcome to the world of sound!

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“Silalele – We Hear You”

As South Africa marks Teen Suicide Prevention Week (8 -14 February), the South African Depression and Anxiety Group (SADAG) launches its national campaign, “We Hear You – Silalele”. This powerful call to action urges parents, teachers, caregivers, and friends to listen, without judgement, create safe spaces for conversation, and support teens who may be at risk.

Teen Suicide remains a serious and growing public health concern in South Africa. Research shows that nearly one in five high school learners have attempted Suicide at least once. Around 24% of youth in Grades 8 to 11 report prolonged feelings of Depression and hopelessness - key risk factors linked to suicidal thoughts and behaviour.

“These statistics represent real young lives and families,” says Roshni Parbhoo-Seetha, SADAG’s Project Manager for Education. “Too many teens tell us they do not feel heard or taken seriously. ‘We Hear You – Silalele’ is about creating spaces where teens feel genuinely listened to, without judgement.”

Teens from across the country who have contacted SADAG’s Suicide Helpline have shared what they are going through:

▪ “Every time I try to talk about how I’m feeling, I get told I’m overreacting or being dramatic. So now I just keep it to myself.”
▪ “My parents think because I’m quiet, I’m fine. But the truth is, I just don’t feel like explaining myself anymore because they won’t really listen.”
▪ “It’s easier to talk to a stranger on a helpline than to talk to someone at home. At least they don’t judge me or interrupt me.”
▪ “Sometimes I don’t need advice. I just need someone to hear me and not turn it into a lecture.”
“Adults and parents need to walk alongside their children by actively listening when they reach out for help,” says Cape Town Clinical Psychologist, Jody De Reuck. “Children’s concerns are valid. Dismissing bullying, shame, or emotional pain by saying ‘you’ll get over it’ can cause real harm.” To help adults and educators start conversations that genuinely connect, SADAG encourages creating intentional spaces for discussion, removing distractions such as phones or televisions, maintaining eye contact, and asking open-ended questions. Teens often do not need immediate solutions - they need calm, empathetic listening that allows them to feel safe enough to keep talking.

It is also important to notice changes in behaviour such as withdrawal, increased irritability, a decline in school performance, or expressions of hopelessness. These may be signs of Depression or suicidal thoughts. “We know that undiagnosed or untreated Depression is a leading cause of Teen Suicide,” says Parbhoo-Seetha. “Knowing the warning signs and encouraging teens to speak to a trusted adult, teacher, school Counsellor, or family member can help save a life.”

During Teen Suicide Prevention Week, SADAG will share resources, videos, and practical tools via its website toolkit and social media platforms. By learning the warning signs of Depression and Suicide, we can help prevent Teen Suicides. Visit www.sadag.org for brochures, posters, conversation guides, and online resources.

On Friday, 13 February at 1pm, SADAG will also host a Facebook Live discussion on The Lack of Social Connection: Difficulty of being a Teen. This conversation aims to support parents, educators, caregivers, and youth leaders, and will be led by Educational Psychologist Rivendri Govender.

SADAG urges anyone concerned about a teen who may be struggling to seek help without delay. Support is available 24 hours a day through the SADAG Suicide Crisis Helpline on 0800 567 567 or by sending an SMS to 31393 for a Counsellor call-back.

“Teen Suicide is preventable,” says Parbhoo-Seetha. “But it requires our commitment to listening without judgement and truly hearing our youth. When teens say, ‘I don’t feel heard,’ we must work towards changing that to ‘I feel supported. I feel listened to.’ Silalele. We hear you.”

No-Secrets Chicken Polony: A Story of Survival and DIY

It is easy to judge what is on someone else’s plate when you have the luxury of choice. But for millions, "budget meats" like polony aren’t a lifestyle choice - they are a survival necessity.

In shadow of 2018 we can’t talk about polony in South Africa without remembering March 2018. It was the world’s largest recorded listeriosis outbreak. The stats still haunt us:
1,060 laboratory-confirmed cases.
216 lives lost.
42% of those cases were newborn babies.

Taking Back Control in the Karoo. Living off-grid on the farm, I’m constantly reminded of how much we take for granted. A blender, a stove, and a fridge aren't just "appliances"—they are the tools that allow me to make food that is safe, affordable, and honest.

I still love chicken polony. It's a childhood "guilty pleasure" that makes me happy, so I decided to make my own version with zero hidden ingredients and added vegetables for fiber.

It’s cheaper than the shop-bought rolls, packed with real protein and gives me peace of mind.

The "Clear Conscience" Recipe

The Base:
4 chicken breasts (or thighs)
1 carrot, 1 celery rib, 1 small onion (all chopped)
The Spices: 3 tsp Smoked Paprika, 1 tsp fresh garlic, 1 tsp fresh ginger, 1 tsp salt, ½ tsp white pepper and chilli as optional.
5 Tbsp unflavored gelatin

The Method:
Boil everything until the chicken and veggies are soft.
Drain, but keep 1.5 cups of the broth.
Dissolve 5 Tbsp unflavored gelatin into that warm broth.
Blend the chicken (I also added the vegetables, but you don't have to) and broth mixture until smooth.
Set: Pour into a greased loaf pan (or a used plastic bottle for that classic round shape!).
Chill: Refrigerate for 4–6 hours (overnight is easier)
.
No mysteries. No "hidden" ingredients. Just real food made with a lot of gratitude and a little Karoo grit.

Credits: Rosemary Briggs - Self Sufficiency & Sustainable Living (South Africa)

The Park Run is Back!

Let’s run, refresh, and have FUN!

Alani Ferreira may have lost count of how many times she has won the disabled race at the aQuellé Midmar Mile, but the three-time Paralympian was no less thrilled to cross the finish line first once again in her visually impaired category on the opening day of racing at Midmar Dam in KwaZulu-Natal on Saturday, clocking 21 minutes 55 seconds.

It’s been a busy few days for Ferreira, who completed the eight-mile Charity Challenge on Friday to raise funds for the National Council of & for Persons with Disabilities.

“The last 100, 200 metres, I definitely felt the lactic acid building up. But luckily I had a brilliant guide who kept me going the whole way,” she said of her guide swimmer, Patrick Lamb.

As for what the race means to people living with disabilities, Ferreira, who was diagnosed with Stargardt's macular dystrophy at the age of 12, explained: “This is a symbol of empowerment. It shows people that no matter who you are, where you come from, what you have or don't have, you can do incredible things. And I honestly think Midmar Mile is one of the most incredible events because it shows people that no matter what, you can always come and swim.”

Someone who has certainly taken that to heart is Ubo Munian, who was back for his eighth aQuellé Midmar Mile this year. Munian suffers from a rare form of motor neuron disease combined with muscular dystrophy. In 2025, he finished in just under three hours, but this year he reached the finish in 1 hour 35 minutes and 11 seconds.

“The first 400m was survival,” he explained, giving credit to his support swimmers. “The next 400 was about getting the rhythm. The 800m to 1.2km was about pushing. I’ll be honest, at the 1.4 fatigue kicked in, but I saw the finish line, and I'm proud to be an 8-miler.”

Munian also paid tribute to his wife and biggest supporter, Bash.

There were some other major milestones reached on Saturday, with Mike Pengelly, the only swimmer to have completed every edition of the aQuellé Midmar Mile, extending his record to a 53rd.

“I can't believe this myself, 53 on the trot,” admitted 79-year-old Pengelly afterwards.

“There’s a bit of wear and tear creeping in, but we'll keep the wheels turning as long as we can.

“It's been incredible, the way this race has grown… the biggest open water race in the world. What a pleasure to be part of it.”

Meanwhile, Jill “Quix” Quicke even managed a few strokes of butterfly on the way to finishing her 50th Midmar Mile.

“It was such a beautiful swim… and just so nice to finish with my sister, and all my mates who'd come down from Joburg and from other parts of the country were there cheering me on, it was really cool,” she said afterwards.

“I definitely think that I will keep going for I don't know how long, but it's in me at the moment.”

There was also more to celebrate for the Albertyns from Pretoria, who easily claimed top spot in the family race. Connor Albertyn showed he’ll be one of the top prospects for Sunday’s elite men’s race by winning in a speedy 18 minutes 17 seconds with dad Gary, who is targeting an incredible 32 miles this year, crossing the line in 20:07 and mom Megan finishing in 23:06 to collect the family title for a sixth time.

Asked whether winning 10 is part of the plan, Megan reckoned: “It's going to depend on Gary. He went a bit rogue when he did 32 miles instead of 16… So as long as he manages his crazy, I think we can keep winning.

“I'm really proud of him. I do need to say that. As much as we think he's crazy, he's an incredible athlete.”

And while Gary may be well on his way to an incredible 32 miles over the weekend, along with Reino von Wielligh, one swimmer simply happy to have finished her first ever aQuellé Midmar Mile was 11-year-old development swimmer Neliza Ojwach.

“This was my first one,” said the aspiring Olympian, who clocked an impressive time of 28:05. “It was very exciting and fun… I’ll definitely be back next year.”

The final day of racing at the aQuellé Midmar Mile takes place on Sunday, 8 February. Online entries are now closed, but those still wishing to swim can enter at the dam on the day. For more information: www.midmarmile.com

Top: Alani Ferreira

Below L-R from top: Ubo Munian, Neliza Ojwach (1st Midmar) and Sisanda Palframan (3rd Midmar), Olympic bronze medallist Bridgitte Hartley with Mike Pengelly, Megan, Connor and Gary Albertyn and Jill 'Quix' Quicke with niece Derryn Millward (L) and sister Mary Millward (R)

From Olympic champions to those who had lost loved ones, from swimmers chasing seemingly impossible targets to others simply hoping to give something back, a diverse group lined the banks of Midmar Dam in KwaZulu-Natal over the past two days, all united by the same goal of raising funds for charity.

A festive two days of inspiring achievements, with millions raised for worthy causes, set the tone for what promises to be a thrilling aQuellé Midmar Mile weekend from 7-8 February.

Among those joining the charity challenge were two-time Olympic gold medallist in open water swimming Sharon van Rouwendaal of the Netherlands and South Africa’s own Chad le Clos, who completed eight miles over the two days in support of his own foundation.

“I didn't expect it to be that hard, the first six, if I'm being honest, but today was amazing. We did two today and six yesterday. I think just in general, the team was amazing. We had 27 people this year,” he explained, adding that the funds raised for the Chad le Clos Foundation each year are being put to great use.

“It's huge. We've helped a lot of kids, especially in Cape Town in the township of Gugulethu, and Blue Downs community, we support the Olive Tree Foundation. There are also a couple of swimmers we help breaking into the national team.”

Meanwhile, fellow Olympic medallist Terence Parkin is completing a gruelling 32 miles over four days, while his daughter, Leya, completed the 16-mile challenge on Friday in aid of animal charity Happy Yappers.

“The last two were honestly my strongest ones. I think the adrenaline was keeping me going because I just wanted it to be over, to be honest… I just couldn't be more excited and proud of myself,” said Parkin, adding that this is her 13th year of swimming at Midmar after starting at the age of nine.

After conquering 16 miles, she may just be following in her dad’s footsteps in 2027.

“It would be cool to do 32 miles next year… cool to be the first woman to do it. I'm kind of gunning for that. I proved to myself that my mind and my body are a lot more powerful than I give them credit for. So I just want to push my limits. You never know until you try.”

Some made the challenge even tougher than it needed to be, with Lieutenant Colonel Eugene de Wet completing two of his eight miles for cancer charity Pink Drive in full military kit, complete with a loaded pack and mock rifle.

“It’s just the example for not just my fellow soldiers, but also to my boys – I’ve got two boys – and to young men to say take on the challenge. It’s no limits, you only live once,” explained the 44-year-old De Wet, who works at the SA army headquarters in Pretoria.

“Also, we’ve been doing this for the charity, so that also makes it worthwhile at the end of the day. If you can change somebody’s life, it will be good.”

For others, the challenge was a much more personal one, with Carol Sacke swimming her seventh eight-mile challenge for children’s cancer charity CHOC in memory of her daughter, who passed away from an inoperable brain tumour at the age of eight.

“I do it for my little girl, Kelly, who passed away in 2010,” said Sacke. “Through that incredible grief, I have risen… So this is huge for me. Every year I do it, and I want to do it until I’m 102. Because you know what? If not, why not? And if you think you can, you’re halfway there… because you only get today. And tomorrow might not come, so today be happy and grateful for everything that is in your life.”

KZN Regional Manager for CHOC, Agie Govender, was thrilled with this year’s event, which saw 36 swimmers raising funds for the organisation.

“In terms of CHOC, this means that we can provide accommodation for children with cancer and their families. It means we can provide transport for children with cancer and their families so they can go home and come back for treatment without defaulting, because if you've got no money, you can't get to treatment.

“We can also provide food vouchers because when you've got cancer you need nutritional meals, and usually the patients that we take care of, our beneficiaries, are basically struggling, so these food vouchers help. And in the event of a death, this money also provides R1000 immediate assistance for the family. So for us, this Midmar eight-mile charity challenge means the absolute world.

“Thank you to Midmar and the organising committee. We really appreciate all the hard work that went in, and especially to our swimmers for going the extra eight miles, I suppose.”

The official races at the 2026 aQuellé Midmar Mile kick off on Saturday, 7 February and conclude on Sunday, 8 February. Online entries are now closed, but those swimmers still wishing to take part can do so at the dam on the day. For more information, head to www.midmarmile.com

Top: Chad Le Clos Foundation swimmers

Below clockwise from top:Leyla Parkin 16 miles for Happy Yappers, Eugene de Wet finishes, Eugene de Wet and CEO and Founder of Pink Drive Noelene Kotschan and Angie Govender with Carol Sacke

 

Krystle Stewien believes in doing something rather than just feeling sad about things.

That’s why she’ll be swimming across Midmar Dam multiple times over the next two days, with the aim of changing lives.

The Randburg marketing manager decided to take on the aQuellé Midmar Mile Eight-Mile Charity Challenge for the first time last year after hearing about how much money was raised.

This year, she will once again be representing children’s cancer charity CHOC, which aims to save lives through early detection and comprehensive support programmes for families affected by cancer.

“I’d heard about the 8 and 16 milers years ago, and honestly thought these people were crazy. Who swims those distances?” she joked. “I admired them but never thought I’d be one of them. Then I started hearing about how much money they raise for the various charities and the real difference these guys are making. That’s when I decided to put my hand up and take on the challenge.”

Stewien didn’t realise how emotional the experience would be in 2025.

“By the time I reached my eighth mile, I was crying. I stood with my feet in the water and thought about every person I had dedicated a mile to, and about their families. I prayed for those still fighting, and remembered those that we have lost. Then I got into the water and swam,” she said.

“I cried again after the final mile. I was ecstatic getting out of the water, but within minutes, the emotions just hit again. It was overwhelming, but it was so incredibly meaningful.”

Stewien’s response was an understandable one after losing a close family member to cancer seven years ago.

“I lost my sister-in-law, Melissa Geach, to cancer. She fought incredibly hard for two years, and watching that battle was horrific. The pain, the suffering, and the helplessness of seeing someone you love go through that never really leaves you. She left us devastated, leaving behind her husband and two children under the age of 10,” explained Stewien.

“She was the epitome of kindness. She loved everyone, and she was the sunshine in every room she walked into…In the chemo room, she lit up the space with her personality and helped make those long, frightening sessions a little less scary for the people around her.

“That loss is a huge part of why I do this. I swim Mile 8 in her honour,” she added.

Melissa was also sure to have been front and centre of Stewien’s mind when she took to the water this morning, joining 37 other swimmers raising funds for CHOC this year, kitted out in their famous cow-print swimsuits.

KZN Regional Manager for CHOC Agie Govender said the organisation was hoping to raise a total of R500,000 at this year’s aQuellé Midmar Mile.

"We are truly overwhelmed by the passion and dedication each swimmer brings to our programme. The truth is that children with cancer can survive if they are diagnosed early, but the heartbreaking reality is that many of our children come to us too late, and their prognosis is very poor,” she said.

“That is why every swimmer’s effort matters so deeply: by creating awareness of CHOC and the early warning signs of childhood cancer within their networks, they are helping us change lives.”

Since its launch in 2016, the aQuellé Midmar Mile Charity Challenge has raised over R22 million rand for charities across South Africa.

That is what inspired Stewien and so many others to return to the famous KwaZulu-Natal dam.

“What brought me back is knowing that what we’re doing really makes a difference. It’s not just a swim. It’s helping real people who are living through their hardest days. Knowing that I can be part of that again and do a little more than I did last year, is what pulled me back to the water,” she said.

“I managed to raise R12,150 last year, and I’m currently on R18,250 for this year. My ultimate goal is to raise a total of R100,000 for CHOC, so I guess I’m going to be back for a good few more years donning my cow cozzie.”

Online entries for the 2026 aQuellé Midmar Mile, which takes place from 5-8 February, have now closed. Those still wishing to enter can do so at the dam on the day but are encouraged to arrive as early as possible.

For more information head to: www.midmarmile.com and [http://www.choc.org,za]www.choc.org,za

The aQuellé Midmar Mile has always been an event where memories have been made and milestones reached, with generations returning each year to the same famous stretch of water.

In 2026, that rich history will be celebrated in a remarkable way, with Jill “Quix” Quicke and George Watson both preparing to take on the world’s largest open-water swimming event for the 50th time.

For Quix, the Midmar Mile has been part of her life since childhood. A member of Seals Swimming Club in Pietermaritzburg, she first swam the iconic race in 1975, the same year women were officially allowed to enter for the first time, lining up at the start at just nine years old.

“My parents said they thought I was good enough to swim the Midmar Mile. My dad took me up to the dam, as my mom was too nervous, in case I never came out the other side,” she recalled. “The entire girls’ race was about 150 people. We all started together and you had as long as you liked to get across. I think I took 47 minutes.”

Growing up in Pietermaritzburg made the event a fixture on her calendar, and she went on to swim the race consecutively from grade 4 through to matric, recording a best finish of 14th place in 21 minutes.

Although university and provincial indoor hockey commitments caused her to miss a couple of years, Quix soon returned, often overcoming physical challenges to make sure she kept her record going.

“Since completing my degree, I have done the swim consistently just to keep my total ticking over. In 2016 and 2017 I did the 8 Mile Challenge for the Save the Rhino fund. I swam one year, after being in hospital the day before with a kidney stone and one year, where I was on crutches following a big knee operation.”

Family has become central to her Midmar experience in recent years.

“In 2019, I swam with my nine-year-old niece, Derryn Millward, for her first time. Since 2019 my niece, my sister, Mary Millward and I have swum together most years, and we are going to try and keep together for the big one this year.”

Approaching her 50th swim, Quix, who is now based in Johannesburg, admits the milestone still feels unreal.

“I am finding it hard to believe it is my 50th swim as I don’t feel that old, but I am aware that nowadays I have to put in a bit of training to ensure that I can get across,” she explained.

“I think other people are more impressed with the milestone than I am, but it is a good feeling to think about the achievement. I am grateful to my family who have supported me for 49 years and to my good mates (called the OWLS) who will be coming down from Johannesburg to join the family in the support this year.”

Meanwhile, Watson’s Midmar Mile story began in 1976, a pivotal year in his life.

“A special year for three reasons,” he explained. “Firstly, it's the year I got married, started a new job in finance and swam my first Midmar.”

He has been a regular at the famous Kwa-Zulu-Natal dam since then. But longevity, rather than numbers, has always been his focus.

“My goal was not to miss Midmar for as long as I was able,” he said.

While there have been decades of memories created, one performance remains particularly memorable.

“The year I did my best time, I started late and still managed a 22-minute swim. It was somewhere around 1982/3.”

Watson also recalls the extremes of the event over the last 50 years.

“There was a huge storm in 1978 and waves of at least 2ft,” he recalled. “A water polo friend gave up after swallowing half the dam. When we got home, Pietermaritzburg was a shambles with trees blown over etc.”

For the 77-year-old, like with so many others who return each year, Midmar has always been about connection.

“I made a lot of friends through swimming and water polo, and Midmar was the one place I was sure to connect with them.”

As he reaches his 50th swim, Watson has no plans to hang up his goggles just yet.

“I have no particular goal but will swim for as long as I can manage,” he reckoned.

Online entries for the 2026 aQuellé Midmar Mile, which takes place from 5-8 February, have now closed. Those still wishing to enter can do so at the dam on the day but are encouraged to arrive as early as possible. For more information, head to www.midmarmile.com

 

Top image: George Watson (L) and Midmar Mile founder Mike 'Buthie' Arbuthnot

 

Pictured below clockwise from top left: 

Quix finishes 1975 Midmar Mile

Quix and niece Derryn in 2019

George Watson

George Watson and family at 1978 Midmar Mile

 

Photo credits: Action Photo SA