The Department of Basic Education spokesperson Elijah Mhlanga has his work cut out for him. As a public servant, he's probably called on from time to time to promote some of the department's campaigns, including its Lead to Read initiative.
Launched in 2015, the focus of the campaign is to improve the reading abilities of all South African children, while the main aim is to ensure that all learners are able to demonstrate age appropriate levels of reading by 2019.
So Twitter was left confused and utterly dumbstruck when Mhlanga posted an image of a woman sitting on a couch "reading" a book with the #ReadtoLead hashtag.
"Reading for leisure is also therapeutic. It relaxes the mind, body and soul," he tweeted.