YOU CAN DRINK, OR YOU CAN MAKE IT.
Social Impact Campaign / FilmUnderage drinking remains one of South Africa’s most urgent youth challenges. Rather than relying on fear-based messaging, this campaign reframed the conversation through ambition, asking a much simpler question: Why drink when you can make it?
Created in partnership with Facebook Africa, Aware.org, and Darling Films, the campaign used social-first storytelling to challenge the glamourisation of alcohol and inspire young people to choose possibility, purpose, and progress instead.
Rather than relying on fear-based messaging, the campaign took a more optimistic approach to behaviour change - shifting the conversation from what young people should avoid to what they could become instead.
Through a series of relatable characters, each story explored a different young person choosing to reject alcohol in favour of something bigger: ambition, creativity, purpose, and possibility. Whether through sport, music, entrepreneurship, or personal dreams, the campaign reframed abstaining not as missing out, but as making room for something greater.