TALI FEINBERG
She started Magical Moments, a non-profit organisation which offers “fairytale” experiences to abused, abandoned, disadvantaged, impoverished, neglected, orphaned, underprivileged, and vulnerable children in Johannesburg. The organisation was recently presented with the Community Support Award from the South African Chamber of Commerce in the United Kingdom.
“In spite of the fact that we already had permanent residence visas for Australia, I decided to take a four-month sabbatical from my career in the hospitality industry to reflect on the meaning of life and life purpose,” says Friedman, about the time after the hijacking.
“This led to the creation of Magical Moments, because reaching out to children in an impactful way resonated with me. I recognised that giving children hope and love was a way to change a life. It was this sense of purpose, and knowing that I am making a positive impact on the country that made it a logical choice to relinquish the Australian visa and opportunities. I recognised that it was better to move towards your passions than run away from your fears. I turned what would ordinarily be seen as a traumatic event into a catalyst for change.”
The work of her organisation is simple but powerful. It is all about treating kids to delightful experiences that they would otherwise never have had the chance to enjoy. We may take such “fairytale” adventures for granted, but for children living in poverty and fear, they are truly magical.
“I create extraordinary days for a broad profile of children in the greater Johannesburg region, focusing on early childhood development experiential activities. The children get to play and heal, and like magic, transformation takes place. In a weary world, I create true-life fairy tales that begin with ‘once upon a time’ and end with ‘happily ever after’,” says Friedman.
The children arrive at the organisation’s magnificent World of Wonder in Sandhurst, and step into their Secret Enchanted Garden and Palace of Dreams. “They do art, music, dance, pottery, and sports activities, with much freedom to play, climb, jump, and run, in a safe and stimulating environment.
“The themes and activities change from season to season, and we vary the experience for the children who return regularly. We are therefore able to assess change, transformation, and development from their first visit. They are more engaged, responsive, and spontaneous, caring and embracing, less fearful, and more receptive,” she says.
The organisation has reached out to more than 145 day care centres, feeding schemes, homes, and organisations, having a positive impact on hundreds of thousands of children and their minders.
“In addition to showing children a different aspect life so that they can aspire to something more than they know, they also learn to wish. Therefore, I am a true fairy godmother extraordinaire,” says Friedman with a smile.
It has not been without its challenges, however, as Friedman handles all the logistics, administrative duties, responsibilities, event planning, co-ordination, social media, experience fulfilment, and operations. All services are offered by volunteers.
“The most stressful aspects have been to engage with certain suppliers, vendors, and children’s venues that were not welcoming of the children. The business side of operating the organisation is the biggest challenge due to the fact that we don’t have any permanent staff,” she says.
In the beginning, the organisation operated from a home office, taking children on outings or creating an experience at the day care centre or organisation. But in March 2018, Friedman was able to obtain and create her own venue in Sandhurst. “The realisation of this dream is undoubtedly the biggest success and most gratifying achievement in my lifetime,” she says.
There have been other high points. In April 2019, Friedman attended the graduation ceremony of one of the organisation’s beneficiaries. “I met Salem in Hillbrow when she was eight years old. To bear witness to this auspicious occasion is as magical as a real-life fairy tale can get. At the age of 20, Salem completed her first degree in the humanities and this year, through my intervention and support, returned to university to further her studies in in psychology and anthropology,” says Friedman.
“Salem is aiming to do her honours and master’s degrees in psychology. She says she is studying psychology because she was inspired by me and wanted to be of service to humanity. She has chosen this as a way of recognising and honouring the work that I do. She has returned over the years as a volunteer, and completed the circle of receiving and giving.”
Magical Moments is different to the myriad other non-governmental organisations out there for a number of reasons. “I seek out children in need on foot, walking through dangerous environments, where no one else dares to go. I include the children of domestic workers, gardeners, and unskilled labourers who live or work in the leafy suburbs. Their children live in backyard rooms, unseen and unheard. These children slip through the cracks, but are as deserving, and have potential,” says Friedman.
She feels “delighted, honoured, elated, and proud” to have been awarded by the S Chamber of Commerce in the UK. “This Community Support Award is testament to my never giving up because it got too hard. I had to believe in myself, in my own magic, in my dreams and my vision, beyond the multiple detractors who deemed it not possible. This award is for those of us who go about making a profound difference in the world, both in South Africa and in the UK, without fanfare or spotlight.”
To South Africans who want to make a difference but feel overwhelmed, her advice is to “just start. anywhere. Start with kindness. At home, in your family, in your closest community, and then spread that love out into other communities, across the wide divide, and extend that reach.”
