AWARE.org, in partnership with the University of Johannesburg (UJ), has launched a community engagement project focused on raising awareness and deepening public understanding of Fetal Alcohol Spectrum Disorder (FASD) in South Africa.
AWARE.org is a non-profit organisation funded by the South African alcohol industry, dedicated to reducing alcohol-related harm through evidence-based interventions, awareness, and education.
FASD is one of South Africa’s most urgent public health challenges — a condition entirely preventable, yet alarmingly prevalent. National studies estimate a prevalence rate of approximately 11%, with some regions recording rates as high as 31% — the highest documented globally.
Caused by alcohol consumption during pregnancy, FASD can result in lifelong developmental, behavioural, and cognitive impairments. These staggering figures underscore the need for early intervention, increased public awareness, and sustained community-level education to prevent future cases.
“This year, in partnership with UJ, we are turning our focus to the youth of South Africa – because we believe prevention is more powerful than cure,” says Mokebe Thulo, CEO of AWARE.org. “Together, we are calling on young South Africans to learn what FASD is, to share this critical knowledge, and to grow into a generation that is empowered before they reach the stage of parenthood. By educating young people now, we are laying the foundation for informed, responsible choices in the future.”
As part of this partnership, UJ is adopting a research-led approach to drive education and awareness among students and surrounding communities about the risks of alcohol use during pregnancy. The project will engage campus populations and neighbouring communities through interactive campaigns and learning engagements, showcasing how prenatal drinking can cause lasting harm for children and families affected by FASD.
Through open dialogue and sustained educational efforts, the initiative aims to foster positive behavioural change and promote informed drinking decisions in our communities. Impact will be measured through campaigns, activations, and research outputs that position the project as a model for long-term, evidence-driven alcohol harm reduction.
“This partnership has the potential to transform lives for the better and make a positive impact on society. We are proud to join forces with AWARE.org in our shared commitment to building a healthier, safer South Africa. At the core of our 2035 strategy is to build collaborative partnerships aimed at addressing societal challenges. Our partnership with Aware.org is a testament to our commitment to dedicate our knowledge and time to solving difficult problems for a better and more sustainable world,” said Prof Letlhokwa Mpedi, UJ Vice Chancellor and Principal.
To learn more about FASD, its causes and consequences, and how to make healthy, informed choices, visit www.aware.org.za/fasd
By combining education, research, and community engagement, the AWARE.org–UJ partnership seeks to reduce alcohol-related harm and break the cycle of FASD in South Africa. This collaborative project stands as a model for evidence-based prevention and behavioural change, showing how knowledge can lay the foundation for healthier choices, stronger communities, and a safer future for generations to come.
