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More than 30,000 Eastern Cape learners have pledged to stay away from alcohol after participating in a groundbreaking programme that puts young people in the centre of conversations about underage drinking.
The #NOToU18 Peer-to-Peer Programme, implemented across 40 schools in the province's two biggest municipalities, Nelson Mandela Bay Metropolitan and Buffalo City Metropolitan, achieved an 84% commitment rate from youth participants to either abstain from or reduce alcohol consumption while underage. These results highlight the power of youth-led initiatives in addressing one of South Africa's most pressing social challenges.
Launched by AWARE.org in partnership with the Eastern Cape Liquor Board and United Through Sport, the Peer-to-Peer Programme, empowers young people as drivers of behaviour change by training student leaders to deliver structured peer-driven campaigns within their own schools and communities.
The programme forms part of AWARE.org's broader prevention strategy, which is anchored in three core pillars: preventing underage drinking (#NOToU18), reducing alcohol-related road incidents (Don't Drink and Drive) and supporting sober pregnancies to reduce Fetal Alcohol Spectrum Disorders (FASD).
“We believe lasting change comes from young people speaking to each other in their own voices, rather than relying solely on adult-led messaging,” said Mokebe Thulo, CEO of AWARE.org. “Through this programme, we identify youth leaders who know what is happening on the ground. They share insights and are a part of the youth culture within those communities. They are active agents of positive change.”
In its pilot year, the programme has conducted 80 school visits and an additional 40 end-of-year closure events across the province. Student ambassadors delivered 280 interactive sessions, exploring the effects of alcohol on health, emotional wellbeing, brain development and long-term goals.
Underage drinking remains a significant challenge in the Eastern Cape, with ‘pens-down parties’ and other social gatherings creating environments where young people face pressure to consume alcohol. A disturbing example is the recent viral TikTok video where children aged 6 and 12 years old were filmed, appearing to be drinking alcohol on Christmas day, in the presence of adults. The peer-to-peer model responds by equipping the youth with the knowledge, resilience, and leadership skills to make healthier decisions and to exercise positive peer influence.
Eighteen-year-old student, Amahle Ngqungwana said, “At school, drinking is often driven by peer pressure and the need to fit in, even when it breaks the rules. What young people really need isn’t more lectures, but honest guidance about how alcohol can slowly damage your future. Post-exams are exciting, but your goals don’t end there, with no sacrifice, there’s no victory.”
Lungisa High School, one of the participating schools, reflects the real impact of the programme. The school operates in a challenging environment where crime, gangsterism, alcohol abuse and other social ills affect many young people across the metro. Through this programme, learners at the school are being equipped with the tools and support to break that cycle and make safer, more positive choices.
The collaboration between AWARE.org, the Eastern Cape Liquor Board and United Through Sport has proven instrumental to the programme’s success.
“We have seen a significant decrease in pens-down cases. Our ambassadors report suspected cases, and last year we received very few incidents,” said Dr Mgwebi Msiya, spokesperson for the Eastern Cape Liquor Board.
Programme co-ordinator Ayabulela Mtati from United Through Sport added: “We use monitoring and evaluation to track real impact. These results show what young ambassadors can achieve a when they are equipped to lead change in their communities.”
Following the success of the pilot, AWARE.org plans to expand the programme to other provinces, working with government, civil society and industry partners to reduce harmful alcohol use among young people. The #NoToU18 Peer-to-Peer Programme demonstrates that when youth are empowered to lead, they become strong advocates for safer, healthier communities.
The success of the #NOToU18 Peer-to-Peer Programme highlights a simple but powerful truth: when young people are equipped to lead, they become catalysts for lasting change. By shifting the narrative from top-down instruction to peer-to-peer engagement, AWARE.org and its partners—the Eastern Cape Liquor Board and United Through Sport—have shown that prevention is most effective when it speaks the language of youth culture and lived experience.
As the programme prepares to expand beyond the Eastern Cape, its impact offers a hopeful blueprint for addressing underage drinking nationwide. Empowered with knowledge, leadership skills, and positive peer influence, young people are not only making safer choices for themselves—they are shaping healthier, more resilient communities for the future.
