Spreading Joy, Changing Lives: Inside the Joy Movement’s 21-Year Journey of Healing and Hope

In a world that often feels overwhelmed by challenges, one South African organization has made it their mission to deliver a powerful yet underrated medicine: joy. This week on the Sakhisizwe Show, we had the privilege of speaking with Kirsten Adams, a joy facilitator and board member of the Joy Movement, about their transformative 21-year journey in bringing laughter and emotional wellness to South African communities.

More Than Just a Smile: The Impact of Care Clowning

From government hospitals to specialized care facilities like Woodside, the Joy Movement’s signature practice of care clowning has touched more than 52,000 lives. Care clowning is not about comedy—it’s about connection. It’s about bringing presence, empathy, and lightness into spaces heavy with illness, pain, and grief.

Kirsten shared the remarkable energy shift that happens when joy facilitators enter a healthcare facility. “We don’t fix anything,” she says. “We bring a presence that reminds people that they are seen, heard, and valued—even in their most vulnerable state.”

She even demonstrated a joy tool called ‘Prag’, highlighting the importance of play and simplicity in healing. These seemingly small interventions have had profound impacts on both patients and caregivers alike.

The Grand Ask: R21 Million in 21 Days

As part of celebrating their 21-year milestone, the Joy Movement has launched “The Grand Ask”—an ambitious campaign to raise R21 million in 21 days. This bold initiative is aimed at scaling the movement’s reach by training more joy facilitators and strengthening their impact through a social enterprise model.

The funding will support a multi-layered expansion that includes incubating 100 joy-focused businesses over the next five years, each contributing 20% of their turnover to fund the non-profit's upliftment programs.

A New Model for Joy and Justice

Kirsten emphasized the organization’s shift to a majority black empowered, women-led enterprise, with a focus on inclusion, equity, and sustainability. The leadership team itself reflects South Africa’s diversity—Kirsten in Cape Town, Bui Siwe in Soweto, and Nikki Jackman on the Garden Route—each bringing unique insights into community wellness.

The Joy Movement is not only addressing socio-emotional health but also reshaping how purpose-driven work can be funded, supported, and sustained.

Connect, Play, Learn: Joy Is a Practice

For those looking to experience the joy movement firsthand, they now offer monthly online joy sessions at just R50 per session. These sessions follow their Connect-Play-Learn methodology and are open to anyone, anywhere in the world.

It's an accessible way for people to reconnect with themselves and their communities through intentional joy.

Get Involved: Become a Joy Partner

As the Joy Movement continues to grow, they are calling for collaborators, funders, and community members to join hands. Whether you’re looking to fund a joy facilitator, sponsor a training, or participate in their online sessions, there are many ways to be part of the movement.

To get involved or learn more, visit their partner platform at gojoy.love.

Presenter: Jasnine & Roberts

Producer: Lydia