Vision and Mission


It is currently estimated that, of the 3 million learners in Grade 1,2 and 3, one tenth have eye problems which, if left uncorrected, could lead to severe vision impairment in adulthood. If this has to be populated for 2009 approximately 735 000 learners suffer from refractive errors. This is about 2,5% of the current south African population. The majority of these conditions are correctable but the tragedy is that many children, especially those from underprivileged areas have no access to affordable treatment.

As Ster-Kinekor is in the movie and digital gaming industry, sight is important in ensuring complete enjoyment of our product. As such Ster-Kinekor will focus on ensuring the access is given to these children which would enable improved vision, so that they too can enjoy our product.

Simply by making a donation to this worthy cause, you can become part of the mission - Vision



Vision Mission is a brainchild of Ster-Kinekor, part of the Primedia Limited Group, a leading media company in South Africa.

Ster-Kinekor has always been involved in a wide range of CSI projects, the biggest of which is Vision Mission. The area of sight and vision was a logical choice since it is very difficult to enjoy any of Ster-Kinekor's products if you can't see properly.


Through the assistance with the Department of Health & Education schools are identified in underprivileged areas. the ophthalmic nurses do the initial screening and optometrists conduct visual examinations in a controlled environment i.e. a Ster-Kinekor cinema foyer, a local clinic, school or at optometrist practices. Prescriptions are documented, frame selected, then everything is sent to the lab for completion. The kids who need specs are returned to receive their prescription and can then watch a movie with clear vision.


Sight is key to learning - about 80% of what children learn is assimilated through their eyes. Eyesight problems consequently affect school achievement, sporting ability and by implication, social integration.

Research revealed that blindness could be avoided in 8 out of 10 blind cases in our country if proper testing is done at an early age. Since a child's visual system is fully developed between 10 and 11 years, a problem, discovered early, can often be corrected and vision preserved. It was clear to us that by focusing on child-testing we had an opportunity to make a very real impact.

There are roughly 3.5 million grade 1 to 6 students that live in the catchment area of our cinemas. Of those, 350 000 are probably suffering from some sort of visual impairment. (The incidence of blindness and severe visual impairment is between 0.75% and 1%)


Our partners include: LoveLife, Spec Savers, Department of Education, Health and Social Development, AFDA


We appreciate the benefits of securing and strengthening partnerships with relevant strategic partners to ensure the success of our fantastic project.

The National Department of Health for one, has officially endorsed Vision Mission, together with the Department of Education. These partnerships will assist us in the execution of the project as well as legitimizing it politically and strategically.

We know that working together with our public sector partners will enhance the implementation of the Vision Mission as part of their comprehensive school-based health programme.

Through discussions with the Department of Health, we have been able to identify that 6 of our 9 provinces, have pledged to be actively involved with us in implementing Vision Mission. To make a donation, please go to our “You can Help” section.


For treatment to be effective it has to be carried out at a young age.

Don't just see movies - help others to see them too…

It's so simple. You can contribute:

1. Through the Self Service Terminals in our cinema foyers.

2. Through booking your movie ticket online at

Please make a donation today! Help give a child a brighter future.

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