Underage drinking is one of the most pervasive and common issues in South Africa. Almost 50% of South Africa’s youth experiment with alcohol before turning 18. This affects their education, the economy and the youth’s future.
It’s difficult for a brand to affect behavioural change that’s so deeply linked to addiction, and to reach the youth with this message is more challenging. Often, teens need to make a mistake themselves before they learn anything from it. This is why passing on hard-learned lessons through mentorship, is pivotal to reaching at-risk teens.
Putting mentorship at the centre of our execution, we wrote a short film about the life of Tebogo, a man whose alcohol-fuelled decisions lead him down a dark path in his youth.
We then selected young actors to audition for the role of Tebogo. Turns out, it was a role that they played too well.
