When more than 5 million young South Africans logged into Roblox and found a world built around their choices, not their vices, something remarkable happened. Alcohol harm-reduction became a story they wanted to take part in.
That’s the power of AWARE.org’s “Makers of Tomorrow” campaign, part of its flagship #NoToU18 pillar, which is dedicated to preventing underage drinking through education, innovation and community partnerships. The campaign reached more than 25 million people, drove an 80% positive shift in attitudes toward sober behaviour, and turned gaming into a tool for greater public wellness. The campaign is fast being recognised both locally and globally as one of the most innovative youth engagement strategies in South Africa’s social impact space.
The global vs local reality
Globally, Gen Z is drinking less. Studies across the US, UK and Europe show that younger generations are increasingly “sober-curious”, opting for lower or no-alcohol options and spending less of their income on alcohol than any generation before them.
In South Africa, however, the reality is very different. According to Aware.org’s own research, one third of youth (aged 11-17) have consumed alcohol. The participants from the study reported that 12% of the online sample, and 25% from the personal interviews drink regularly.
In a country where drinking culture starts early and runs deep, Aware.org set out to rewrite the script using code, creativity and community to reach young people where they already are.
Making tomorrow
The “Makers of Tomorrow” campaign flipped the traditional model of behaviour change on its head. Instead of trying to pull young people away from their screens, Aware.org met them in their digital ecosystems, Roblox, TikTok and SABC1’s Skeem Saam, the very spaces that shape their values, aspirations and choices.
The campaign didn’t begin in gaming; it started with awareness and conversation. Through social storytelling, school and community outreach, Aware.org built trust and curiosity around the idea that young people could take ownership of their futures. From there, the experience transitioned into Roblox, an immersive world that allowed players to live out those choices and see their impact firsthand.
Tailoring their approach based on empirical evidence led Aware.org to partner with Seamonster. Using the principles of behavioural science and game design, Aware.org and Seamonster sought to help rewire how young people engage with alcohol messaging. The campaign’s Roblox world wasn’t a lecture; it was an experience, one where players navigated challenges, faced decisions, and saw the ripple effects of their actions in real time.
By turning prevention into participation, Aware.org used the same psychological levers that drive engagement in gaming, reward, consequence, peer influence, to make sober choices feel aspirational rather than restrictive.
This is what we call “hacking the feed”: using digital culture to plant healthier algorithms of influence in young minds.
“At Aware.org, we recognise that young people live in digital ecosystems that shape how they think, connect and choose,” says Mokebe Thulo, CEO of Aware.org. “Our #NoToU18 pillar is about immersing ourselves into youth culture. We need to meet the youth where they are. This campaign is our way of turning influence into impact, by making responsibility relatable and real.”
Award winning impact
The campaigns success has been recognised both at home and abroad, with honours from the MARK Awards, Next Gen Awards and Shorty Awards, as well as finalist spots at the Loeries and Anthem Awards.
The campaign didn’t just raise awareness, it reshaped sentiment. Eight out of ten participants showed a positive attitude shift toward sober behaviour and the online conversations that followed reflected a more nuanced understanding of choice and consequence.
What’s next: #PensDown 2025
This November, Aware.org will launch #PensDown 2025, a new initiative under the #NoU18 pillar that zeroes in on post-exam celebrations, a historically high-risk period for underage drinking.
While the gaming experience forms a key part of this phase, it’s only one touchpoint within a holistic 360-degree campaign designed to reach youth across different socio-economic backgrounds, interests and levels of digital access. Through a mix of community activations, school programmes and digital storytelling, Aware.org ensures that its message of responsibility and empowerment is accessible to all.
This integrated approach allows Aware.org to create consistent and credible touchpoints across multiple environments, from the classroom to the social media feed and the living room. It’s a reminder that the real power of the campaign lies not just in one platform, but in the ecosystem of influence built around it.
“When we meet young people where they are in their language, on their platforms and through their interest, we don’t just get their attention,” says Thulo “We earn their trust, and with trust comes change.”
