1. Strategic Focus on Behavioural Change
AWARE.org’s approach combines research, education, and partnership. Anchored in behavioural science, its 2023/24 strategy focused on fewer but deeper interventions. The goal: not just awareness, but measurable behaviour change.
2. Programme Pillars
- #NOtoU18: Over 129,000 youth and 8,000 parents engaged in education and recreational initiatives. Interventions included school programmes, gamification via Roblox, and even storyline integration into Skeem Saam (watched by over 225 million viewers).
- Don’t Drink and Drive: More than 10,000 roadblocks led to 9,894 arrests. A 6% decrease in drunk driving in Gauteng and a 95% non-reoffending rate among NICRO participants proves the value of combining enforcement with rehabilitation.
- Sober Pregnancies: Through FARR and community clinics, 167 pregnant women completed a nine-month sober pregnancy programme. Educational campaigns and FASD awareness events reached thousands more.
3. The #YearOfInnovation
2024 saw bold new tactics—gamified scenarios, reality TV storylines, and high-impact digital campaigns like “Drunk Drivers Stay Free.” These creative strategies helped connect with audiences where they are and reshape perceptions.
4. Real Stories, Real Change
From youth in Soshanguve and Atteridgeville finding new meaning in sport, to road offenders turned advocates, the report is rich with first-hand stories of transformation. These testimonies validate AWARE.org’s model: enable, support, and trust in people’s ability to change.
5. A Model Built on Partnerships
AWARE.org’s strength lies in its network—implementing partners, provincial departments, law enforcement, and over 400 industry members. MOUs, co-branded campaigns, and regional pilots amplified the reach and impact across all nine provinces.
The 2023/24 report confirms that when innovation meets collaboration, change is not just possible—it’s measurable. AWARE.org’s efforts are laying the groundwork for a safer, healthier South Africa. The road ahead is long, but the direction is clear: we are all responsible, and we all have a part to play.
