On October 4, 2024, local stars Connie Ferguson, Bryan Habana, Proverb, and Graeme Smith launched TOTS (Turn On The Subtitles) in Johannesburg, urging South Africans to activate subtitles on streaming platforms to combat child illiteracy. This initiative aims to improve literacy levels through a simple action, joining global advocates like Jack Black and Stephen Fry. With alarming stats showing 8 in 10 South African children struggle with reading, the campaign seeks to transform learning in homes nationwide.