Is it “charity porn”, a marketing strategy, or a true act of kindness? Whatever you call it, more than 44,000 South Africans are on the hunt for a hidden cash sticker.
Findcash.sa posts stickers with R200 behind them at various Western Cape locations, dropping clues on social media. The first person to find the sticker gets to keep the cash.
The anonymous person behind the account says it’s simply “for the people”.
“Our first video was posted on November 8 last year. But the idea started in March 2024,” the creator told the Sunday Times.
“We started findcash.sa as a fun and engaging way to connect with people and bring some excitement to their lives. The idea was to create a unique cash hunt experience that encourages exploration and curiosity while giving back to the community.
“Findcash also promotes small businesses by featuring local spots where the stickers are hidden, helping to drive foot traffic and awareness for these businesses. A third reason is to eventually fund community projects that support local people, aiming to make a positive impact beyond the cash hunts.”
To date R8,000 has been hidden. “This includes vouchers and cash. It is our long-term goal to get each sticker to R1,000. Our Instagram account features three sticker categories: the standard R200 sticker, the golden R1,000 sticker, and an upcoming platinum sticker, which will be valued at R10,000.”
The initiative is self-funded.
“The founder is a passionate individual with a deep love for South Africa and all the people who reside here, simply hoping to add some light to the land. He doesn’t want this project to be about himself, therefore he’d prefer to stay anonymous.”
Findcash is a hit and Johannesburg and Durban residents are asking when it will come to their cities.
However, there is some scepticism. Some see it as a clever marketing stunt, while others question why the money isn’t being hidden in more disadvantaged areas. There are also those who suspect it’s part of the growing trend of “charity porn” sweeping social media.
World Wide Worx founder Arthur Goldstuck told the Sunday Times charity porn or “performative altruism” videos resonate with audiences because they tap into emotions and offer an immediate feel-good response.
“They showcase acts of kindness that tug at our heartstrings, providing a sense of hope amid relentless bad news. Platforms like TikTok and YouTube Shorts amplify this by rewarding short, high-impact stories that evoke strong emotions.
“The videos also allow viewers to vicariously experience the joy of giving without directly participating, which can feel deeply satisfying. For creators, the viral potential of such content makes it an effective tool for building a personal brand. The combination of emotional appeal, shareability, and a sense of social validation makes these videos incredibly popular across demographics and platforms,” he explained.
The benefits are that charity videos can inspire generosity, encouraging viewers to donate, volunteer, or perform acts of kindness.
“In some cases, these videos provide direct and immediate help to individuals in need, offering financial or emotional relief that can be life-changing. One would hope creators who monetise this content reinvest their earnings into further acts of charity, creating a cycle of giving,” said Goldstuck.
But what could go wrong?
“A term used for this kind of content is ‘performative altruism’ or ‘performative giving’, which underlines the extent to which the act of giving is really a performance, and all that it implies. Such videos can exploit vulnerable individuals, turning their hardship into content for clicks and views.
“This often shifts the focus from the recipients to the creators, making the act of giving more about self-promotion than genuine altruism. Such videos also oversimplify complex issues like poverty, framing them as solvable with one-time acts of kindness, while ignoring systemic problems.
“There’s also the risk of unintended harm to recipients, who may face online harassment or judgment after their personal struggles are made public. Creators profit significantly from these videos through building a strong, monetisable following, raising questions about whether their motives are truly charitable. The content can also reinforce a saviour complex or portray those in need as passive beneficiaries rather than individuals with agency and dignity,” said Goldstuck.
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