As matric learners across the country prepare to close their books and raise their pens in triumph, a new story is taking shape, one that celebrates freedom, safety and the future. This year, the alcohol-harm reduction organisation AWARE.org (AWARE) is inviting learners to reimagine what Pens Down can mean through Celebrate. Pause. Dream., a youth-led movement encouraging smart self-defined celebration.
For many, Pens Down has become a powerful rite of passage, a symbol of freedom after years of hard work. Yet, too often, these celebratory gatherings have turned tragic, sometimes fuelled by underage drinking and risky behaviour. Celebrate. Pause. Dream. flips that script. Instead of lecturing youth about what not to do, the campaign puts them in charge of the story and equips them to shape a new narrative, a culture of celebration that reflects who they are today and what they hope for tomorrow.
Sixteen-year-old student Charl Fillis says, “Among young people, alcohol often becomes part of social gatherings and celebrations, especially after major events like exams or sports wins. While some view it as a way to have fun or fit in, there is a growing awareness of the negative consequences of excessive drinking. I’ve noticed more young people choosing to prioritise their safety, health, and future by making responsible choices or avoiding alcohol altogether.”
At its heart, the campaign builds on the AWARE.org’s #NoToUnder18 pillar, a nationwide movement that challenges young South Africans to see saying no to alcohol not as a restriction, but as a form of pride and real autonomy. The message is simple: real celebration doesn’t need a drink.
Recent South African youth research shows that while one in four learners reports regular alcohol use, many others are signalling a desire for something different, for example, moderation or alcohol-free celebrations. Globally, younger generations are increasingly embracing a “sober-curious” approach, exploring alternatives to alcohol not because they must, but because they want to. Social media, peer networks, and cross-border cultural exchange mean South African youth are tuned into global shifts like this one, making responsible celebration a timely and relevant conversation.
“Young people have always known how to lead change when we let them,” says Mokebe Thulo, CEO of AWARE.org. “With Celebrate. Pause. Dream., we’re showing that freedom and responsibility can go hand in hand. The best celebrations are the ones where everyone gets home safely, feeling proud of what they’ve achieved and excited for what comes next.”
To further bring the message to life, AWARE.org’s Makers of Tomorrow (MOT) Chats TikTok mini-series continues to drive the real-life on-the-ground youth reflections into a shared social experience. With this extension – think limited series - each new short conversation features young South Africans looking back on the effort it took to get to where they are and then forward to what responsible freedom can look like, under the theme Celebrate. Pause, Dream.
“By centring youth voices, we aim for the series to transform the idea of celebration from a moment of risk into one of pride and possibility,” says Thulo.
Working together with the Eastern Cape Liquor Board (ECLB) through school programmes like the ECLB’s Peer-to-Peer initiatives, the campaign will help learners mark their milestones safely. Emerging young ambassadors will spread the message that fun doesn’t have to mean reckless.
Dr Mgwebi Msiya, spokesperson for the Eastern Cape Liquor Board, says the impact has been clear: “Our Peer-to-Peer Programme shows that the most powerful voices are the ones learners recognise, their own. When they lead the conversation about safe celebration, it changes everything. Working with AWARE means we get to grow that message and help young people protect their dreams while still enjoying the moment.”
Ongama Matshaya, a fourteen-year-old learner says, “Parents and elders can help by having open chats with young people about drinking, focusing on safety, responsibility, and making informed choices. Instead of lecturing, they can share their own experiences, discuss the risks in a non-judgmental way, and emphasise the importance of looking out for friends and making smart decisions. Setting a good example themselves also helps.”
Recognising that South African youth are increasingly, plugged into global trends and digital communities, AWARE is extending access channels, meeting youth where they already are. The campaign includes another new interactive experience launched on 17 November 2025.
A Roblox game called Makers Circle Adventure brings the campaign to life through interactive storytelling. Accessible on mobile devices and promoted via AWARE.org’s social channels and peer networks, the game places players in realistic #PensDown scenarios where they must make choices that determine their outcomes. By combining gamification, fun, and friendly competition, it illustrates the real-life consequences of the paths we choose and the positive outcomes that come from making responsible decisions.
“By combining research and data, storytelling, peer leadership, and interactive learning, Celebrate. Pause. Dream. reflects a comprehensive behaviour change framework to how South Africa engages with its youth in ways that inspire confidence and responsibility,” says Thulo. “When young people feel seen, trusted and empowered, they make better choices not just for a night, but for their future.”
Celebrate. Pause. Dream. shows what happens when young people lead the way: celebration becomes a moment of pride, not risk. By blending research, peer influence, digital innovation, and authentic youth storytelling, AWARE.org is building a future where South African learners can enjoy their freedom — safely, confidently, and on their own terms.
