Freedom to choose responsibly: AWARE.org calls for a whole-of-society approach to alcohol responsibility

As South Africa commemorates Freedom Day on 27 April, AWARE.org, the Association for Alcohol Responsibility and Education, is reminding citizens that every freedom or right, comes with a responsibility. This assertion is acutely relevant when it comes to the choices we make around alcohol.

This year, AWARE.org challenges South Africans with a timely reflection:
“How do you honour the freedom you have? Do you abuse it, misuse it — or do you respect it, make it meaningful, and use it to build yourself and and those around you?”

Freedom may hold different meanings to different people, but one truth remains: irresponsible alcohol use has no place in a society that is truly free and thriving.

“We cannot talk about freedoms in South Africa without also talking about accountability,” says Mokebe Thulo, CEO of AWARE.org. “Real freedom means having the space and agency to make better choices as well as ensuring that those choices do not come at the cost of someone else’s safety, dignity, or future. That’s why we’re taking a whole-of-society approach to alcohol responsibility. It involves all of us.”

This Freedom Day’s call to action follows on the heels of AWARE.org’s Easter campaign, “Drunk Detour: Don’t Let Alcohol Steer Your Fate”, which powerfully depicted the risks of drunk driving. The campaign highlighted how quickly “just one drink” can spiral into detours with unintended consequences including encounters with the law or even a hospital trauma unit.

“We are tremendously pleased to observe a positive, collegial and growing response to AWARE.org’s Road Safety programmes. Last month, we hosted a roundtable on alcohol and road use. This helped to facilitate multi-stakeholder discussions and alignment between government departments, healthcare professionals, the alcohol industry, and civil society. Such gatherings help build resolve to confront South Africa’s alcohol harm challenges with unified purpose and actionable plans. This collaboration demonstrated the power of collective responsibility in shaping a safer society,” says Thulo.

AWARE.org’s efforts are grounded in its three strategic pillars, which guide its mission to foster a safer, healthier, and more responsible drinking culture:

• #NotoUnder18: Tackling underage drinking through education, awareness , and community engagement.
• Road Safety: Reducing alcohol-related road incidents by promoting sober driving and safe decision-making.
• Sober Pregnancies: Advocating for alcohol-free pregnancies to protect unborn children from preventable harm.

“Freedom doesn’t entail the absence of rules — it is having the means and wisdom to choose what builds rather than breaks,” adds Thulo. “We are calling on every South African, whether you’re a parent, a policymaker, a business leader, or a young person, to use your freedom wisely. Because together, we can protect lives, uplift communities, and create a legacy of responsibility.”

This Freedom Day, take a moment to ask yourself — what road are your choices taking you down? Let’s choose a path that honours our freedom, uplifts our nation, and keeps our communities safe. One choice can change everything. Choose wisely. Choose responsibly.