Underage drinking is a massive, complex problem in South Africa. Aware.org refers to it as a 'silent crisis'.

How could we raise awareness and shift perceptions in a way that ultimately changes behaviour?


We launched with a TVC that showed how underage drinking starts long before it begins, using narratives that all South Africans can recognise to drive home our point.


We amplified this message with a digital social media campaign that asked people to share their first experiences with alcohol and how old they were using the #MyFirstDrinkStory

Silver Stream Business Park,

10 Muswell Road South,

Bryanston 2152


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