Fifty seven percent of South African children have absent fathers, says a five-year study conducted by the Human Sciences Research Council (HSRC) and the South African Race Relations Institute (SARRI).

This study further asserts that “children growing up without fathers are more likely to experience emotional disturbances and depression.”

It is with this mind that OMO looks to the old African adage: “it takes a village to raise a child,” as inspiration for the brand’s digital campaign.

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