Underage drinking is a crisis in South Africa, with one in three teens aged 14 to 17 consuming alcohol. To combat this, the unexpected “Why Drink When You Can Make It?” campaign was launched — winning the Loeries Facebook Challenge — in partnership with Facebook Africa, Aware.org, and Darling Films. Targeting youth where they spend their time — on social media — the campaign flips the narrative, rejecting the glamorization of alcohol and inspiring young people to dream big and pursue their goals.
This is more than a message — it’s a movement to empower South Africa’s youth to choose a brighter, alcohol-free future. Because, why drink when you can make it?
Whether it’s following in the footsteps of Kitty Phetla, the first Black ballerina to perform the iconic The Dying Swan in Russia, renowned versatile drummer Sabu Satsha, or soccer legend Steven Pienaar, this campaign inspires youth to chase their dreams. It’s not just about saying no to alcohol—it’s about saying yes to greatness, whether on stage, in music, or on the field.
“Why Drink When You Can Make It?” empowers South Africa’s youth to choose ambition over alcohol and create a brighter, alcohol-free future.
