In an effort to curb underage drinking, in partnership with Africa’s leading youth market specialists, HDI Youth Marketeers, NYDA, ARA, SADAG and SAB developed an underage drinking programme called You Decide. The programme raises awareness of the dangers and consequences of underage drinking through targeted interventions aimed at youth and the broader communities they live in, including parents, teachers and tavern owners.
“At times, young people feel like they have to go through issues by themselves, and programmes that equip them with the necessary information and guide them on how to use that information makes behavioural change programmes worth it for both teens and SAB,” says Bonolo Motsusi, SAB You Decide account manager at HDI Youth Marketeers.
The programme goes into schools and communities where they showcase a 40 minute interactive industrial theatre roadshow highlighting different scenarios where underage drinking could take place and the consequences of doing so.
They are then provided with informative material around underage drinking to guide them in making the right decisions. It comprises of an information guide for teens, parents and the teachers. This is to create a 360-degree programme, giving teens the hope that they don’t have going through this journey by themselves. The programme has reached more than 700 000 learners in over 1400 schools across South Africa since its inception in 2012.
“The South African youth will be leading us in the next 20 years and we want to make sure that our country is led by sober leaders,” adds Motsusi.
“There are so many things to do and see in your local community, so get out and get involved,” she concludes.
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