AWARE.org is taking its mission to the next level with the launch of the third Roblox game, Zombie Party, under its #NotoUnder18 pillar. This bold innovation-led move aims to educate South African youth about the dangers of underage drinking through immersive digital experiences, meeting the young audience exactly where they are, online and in-game.
Running from 2 June to mid-July for Youth Month, Zombie Party targets players aged 10 to 17 with a suspenseful and fast-paced multiplayer game that cleverly weaves behavioural learning into gameplay. At first glance, players arrive at what seems to be a regular house party. But something is off. The guests are acting oddly, sluggish and uncoordinated. It soon becomes clear, they have partied too hard and turned into zombies.
The aim of the game? Escape the house before the timer runs out and before you turn into one of them. Each "Party Zombie" represents a different consequence of over-indulgence, mirroring the effects of underage drinking. From emotional outbursts and cringe-worthy behaviour to aggression, stumbling, and even passing out, the zombies embody what happens when things go too far. While the game doesn’t explicitly mention alcohol, it uses powerful metaphors to spark awareness about the dangers of losing control.
“We know that traditional campaigns do not always land with the youth,” says Mokebe Thulo, CEO of AWARE.org. “To truly influence behaviour and shift social norms, we must speak their language and in this case, that means creating spaces for learning within the platforms they love. Zombie Party is more than just a game. It is a tool for empowerment, smart decision-making and peer-led prevention."
The game was strategically launched during Youth Month and coincides with the mid-term school holidays, giving young people ample opportunity to immerse themselves in gameplay, whether alone, with friends, or with family members. The timing reinforces AWARE.org’s commitment to using relevant and engaging tools when young people are most active online.
Players can also earn bragging rights. A national leaderboard will track performance throughout the campaign, with top-performing South African players potentially scoring a limited-edition AWARE.org Bomber Jacket. A slick, digital-only reward symbolises their cleverness and survival instincts.
The game forms part of the wider #MakersOfTomorrow campaign, which champions South African youth who are choosing to lead, think ahead, and stay in control by staying alcohol-free. Zombie Party reminds young people that fun does not have to come at the cost of their safety or their future.
As the digital world continues to evolve, AWARE.org will continue to champion innovative, youth-focused interventions that educate, entertain, and empower young people. With Zombie Party, the organisation reinforces its belief that change does not have to be boring. It can be courageous, exciting, and right at the fingertips of tomorrow’s leaders.
“By tapping into gamification, we're shaping a generation that’s informed, confident, and ready to choose a safer, brighter path,” concludes Thulo.
Zombie Party is more than a game—it’s a conversation starter, a behaviour-shaping experience, and a powerful reminder that fun doesn’t need to come at the cost of safety. By embracing youth culture through gamification, AWARE.org continues to lead the way in empowering young South Africans to stay in control, think ahead, and become the makers of tomorrow.
