Thetha Nathi Counselling Services, Aware.org, Edusport and the Eastern Cape Liquor Board have joined forces to create a powerful new initiative to tackle underage drinking at 20 schools in East London, Buffalo Flats and Mdantsane.
Each participating school has selected four pupil ambassadors, who have been trained to champion the cause among their peers.
The workshops focus on unpacking the social, emotional, and community impact of alcohol abuse, with one of the elements that made the biggest impact being personal testimonies from individuals who began drinking at a young age and are now bravely sharing the consequences of their choices.
Edusport facilitator and programme director Luq Ismail said the workshops go beyond just raising awareness, but also equip pupils with the skills to navigate alcohol-related obstacles.
“Beyond awareness, pupils are exposed to practical lessons through others’ mistakes. They gain insight into the consequences of poor choices and use that understanding to develop resilience. These sessions equip them to better handle peer pressure and make informed decisions when faced with similar challenges,” Ismail said.
Aware.org first introduced the programme in Gqeberha in 2023 in collaboration with United in Sport. The initiative was so successful that Edusport decided to also introduce it in East London.
According to Ismail, the programme has already assisted 600 children, with more than 400 of these pupils having already pledged to say no to alcohol.
“Pupils are showing greater motivation and a stronger sense of responsibility. Just last week, I saw a 16-year-old boy confidently speak to a group of grade 11s, encouraging them to reflect on how underage drinking is at the root of many community issues.
“He said, ‘Real men don’t drink — they uplift those around them and become the change.’ That kind of peer leadership is exactly what we aim to inspire,” Ismail said.
While the programme focuses predominantly on the pupils encouraging each other, it is important for parents, the community and local liquor outlets understand that they, too, have a role to play in this solution.
Thetha Nathi Counselling Services manager Athalene Els said: “Firstly, they need to acknowledge their role in preventing underage drinking and its impact on our youth. Secondly, community members need to stand together and report on those establishments that sell and allow underage drinking on their premises.
“Our liquor outlets need to be more visible in terms of their restrictions and stricter monitoring needs to be put in place. We are living in a society where drinking and substance abuse amongst our youth is being normalised and without collaborative efforts, we will not be able to change the narrative,” Els said.
