Campaigns start conversations; women carry them forward. AWARE.org launches She Carries It Forward

This Women's Month, AWARE.org is launching She Carries It Forward, a national
storytelling campaign celebrating the women whose everyday conversations shape healthier
choices in families, schools and communities across South Africa. Through a series of
documentary-style interviews and portraits, the campaign shines a light on the mentors,
mothers, teachers, nurses, grandmothers and community leaders whose influence is often
felt long after the conversation ends.

For AWARE.org, the campaign is about far more than celebrating Women's Month.
"Campaigns can start conversations, but they don't change behaviour on their own. People
do," says Mokebe Thulo, CEO of AWARE.org. "Real change happens when trusted people
continue those conversations long after a campaign has ended. Women are often those
trusted voices within families and communities. Whether as mothers, daughters, sisters,
healthcare workers, educators, colleagues or friends, they influence decisions every day
through conversations, encouragement and positive role modelling. She Carries It Forward
celebrates that influence while encouraging all South Africans to help build healthier
communities together."

She Carries It Forward is inspired by a simple but powerful truth: women are often among
the most trusted sources of guidance and influence within families and communities.
Through everyday conversations, encouragement and positive role modelling, they help
shape healthier choices across generations.
This understanding is reflected in AWARE.org's 2026 Sober Pregnancies Research,
conducted with Frontline Research Group. The nationally representative study found that
more than half of respondents turn to a mother or older female relative for advice during
pregnancy, rising to 61% among women, compared with just 27% who identified a nurse or
doctor as their most trusted source. The findings reinforce the significant role trusted women
play in influencing decisions and highlight why ensuring that this guidance is informed and
accurate, particularly on issues such as Fetal Alcohol Spectrum Disorder (FASD), is
essential to creating lasting behaviour change.

Every day, these conversations happen in classrooms, clinics, kitchens, workplaces and
around family tables. They are the teacher challenging harmful social norms, the nurse
reassuring an expectant mother that no amount of alcohol is safe during pregnancy, the
grandmother reminding her family that celebrations do not always need to revolve around
alcohol, or the friend who quietly offers to drive everyone home. These moments may never
make headlines, but they shape healthier choices every day.
More than a documentary series, She Carries It Forward is an invitation for South Africans to
recognise the women whose influence has shaped their own lives and inspired healthier
choices. At the heart of the campaign is one simple question:
Who carried it forward for you? Join Her.
Throughout Women's Month, South Africans are encouraged to watch the stories on
AWARE.org's YouTube channel to learn more.

They can also join the conversation by sharing, engaging with, and amplifying the campaign across AWARE.org's social media
platforms, helping to carry these conversations forward in their own communities.
This philosophy underpins all of AWARE.org's work. Whether supporting parents to prevent
underage drinking through #NOtoU18, encouraging alcohol-free pregnancies through its
Sober Pregnancies programme, or promoting responsible choices on South Africa's roads
through its Road Safety programme, AWARE.org believes healthier communities are built
through trusted relationships, positive role modelling and conversations that continue long
after a campaign has ended.

"The phrase She Carries It Forward reminds me of my late mother," says Lorato Molepo,
#NOtoU18 Programme Educator at Kibler Park Secondary School.
“Growing up, I watched my mother surrounded by learners, always teaching. Through my
mother, I learnt that every child deserves to be heard and that we all have a responsibility to
pass on the lessons, values and dignity that others have shared with us."

Grade 12 learner Tinyiko Matlala says the campaign reminded her of the lasting influence
her mother has had on her life.
"Because of my mother, I want to be that person in someone else's life, just as she has been
for me. She Carries It Forward reminds us that our background does not define our future.
Like the strong women who came before us, we can all inspire someone else."

These stories form the heart of She Carries It Forward, demonstrating that meaningful
behaviour change is created not only through campaigns, but through the trusted
relationships and everyday conversations that continue long after the cameras stop rolling.