As a committed member of Aware.org, South Africa Wine is proud to contribute financially to an organisation vital in encouraging a socially aware and compliant wine and brandy industry. In her new role as CEO of Aware.org, Mokebe Thulo is passionate about continuing the organisation’s impactful work in reducing alcohol-related harm in South Africa.
Reflecting on her motivation, Mokebe shared, “I was inspired to take on the role of CEO because of the important work Aware.org is already doing. My vision is to build on this solid foundation by deepening community engagement, enhancing educational outreach, and leveraging data-driven strategies to make tangible progress.”
With a focus on key initiatives like #NoToU18, which tackles underage drinking, drinking and driving, and alcohol consumption during pregnancy, Mokebe is determined to broaden Aware.org’s reach. “We plan to introduce new initiatives tailored to the unique needs of communities, ensuring that our interventions remain relevant and effective,” she explained.
Collaboration remains at the heart of Aware.org’s strategy. “Addressing alcohol-related harm requires a united effort from government bodies, communities, industry partners, and civil society. By strengthening these partnerships, we can create sustainable solutions that protect vulnerable groups while promoting responsible consumption.”
In her new role, Mokebe is eager to create effective education and awareness campaigns about responsible alcohol consumption. “Drawing on my experience in strategic brand management, I believe in the power of storytelling and data-driven insights to create campaigns that resonate with diverse audiences. We will use targeted messaging and innovative formats to engage people in meaningful conversations about responsible drinking. Our campaigns will be underpinned by research and tailored to address specific demographics, ensuring our messages are accessible, relatable, and culturally sensitive. By leveraging multiple channels – from digital platforms to community outreach – we aim to create a comprehensive approach to education and awareness.”
South Africa Wine’s partnership with Aware.org allows the industry to support and advance these objectives actively, ensuring that responsible drinking practices are embraced and upheld across the sector. By supporting Aware.org through public education, awareness campaigns, and meaningful collaborations with key organisations, we are actively working toward a healthier and more responsible drinking culture that benefits the wine industry and the broader South African society. Our initiatives are also aligned with internationally recognised industry standards, promoting healthy choices and promoting good governance within our sector.
One of the most impactful partnerships we support is with the Foundation for Alcohol-Related Research (FARR), which is focused on preventing foetal alcohol spectrum disorder (FASD) in high-risk areas. Through vital research, community programmes, and education, FARR is making significant progress in raising awareness about the dangers of alcohol consumption during pregnancy and preventing FASD.
Mokebe Thulo, Head of Brand at Aware.org, highlights the power of collaboration, stating,
“Creating a responsible drinking culture in South Africa is not just a goal, it’s a necessity. By working with industry leaders like South Africa Wine, we can make a tangible difference in the lives of many, especially in vulnerable communities.”
