In an increasingly complex world where alcohol-related harm continues to challenge communities, Aware.org is making strides in building a safer, more responsible tomorrow. Through a combination of strategic partnerships, innovative programmes, and a focus on behavioural change, Aware.org is not only addressing the immediate impacts of alcohol misuse but also laying the groundwork for long-term, sustainable change.
One of the key initiatives driving Aware.org’s mission is its commitment to underage drinking prevention. The #NOtoU18 campaign has been a central pillar in raising awareness among youth about the risks associated with alcohol consumption. In 2024 alone, the After School Recreation Programme reached over 8 500 children – well above the target of 6 000 – boosting alcohol-related knowledge by 51%. Thus, it empowered the next generation to make informed, responsible choices, helping to curb future alcohol-related harm.
Another cornerstone of Aware.org’s efforts is road safety. In collaboration with brands like SANTACO, Shoprite, and VW, Aware.org’s road safety campaigns have delivered impressive results. Over 4 057 roadblocks were conducted in 2024, leading to 4 828 arrests for drinking and driving. These partnerships are crucial in amplifying the message that road safety and responsible alcohol consumption go hand in hand, ensuring that South Africa’s roads are safer for all.
Aware.org’s focus on rehabilitation also stands out. In 2024, the NICRO programme enrolled 152 beneficiaries, resulting in a 38% improvement in knowledge regarding the dangers of alcohol misuse. By offering rehabilitation and support, Aware.org is giving individuals the tools to make lasting behavioural changes, ultimately reducing alcohol-related harm within communities.
Additionally, the organisation is making significant strides in addressing Fetal Alcohol Spectrum Disorders (FASD) through the Sober Pregnancies initiative. With over 11 500 people reached through awareness campaigns, and 89 women enrolled in the Healthy Mother, Healthy Baby Programme, Aware.org is working to prevent FASD and promote healthier pregnancies. “These efforts not only safeguard future generations but also reduce the long-term social and economic costs associated with alcohol-related harm,” says Aware.org’s CEO Mokebe Thulo.
Campaigns like the Women’s Month initiative, which reached over 3.8 million people and achieved a PR value of R358 000, further demonstrate Aware.org’s ability to engage the public and raise awareness on critical issues related to alcohol use. Similarly, the #NOtoU18 Makers of Tomorrow Roundtable brought together key education, health, and corporate stakeholders to collaborate on preventing underage drinking. “These initiatives reflect the organisation’s holistic approach to tackling alcohol-related harm across multiple fronts.”
Mokebe perfectly summed up the organisation’s mission, “Our work goes beyond awareness; it’s about creating a culture of responsible choices and long-term change.”
