Youth Speak Out on Alcohol: New Study Calls for Smarter, Age-Specific Approaches to Combat Underage Drinking in South Africa
A newly released national study has revealed fresh insights into how South African youth engage with messages about underage drinking, signaling an urgent need to revamp current prevention strategies.
The research, commissioned by AWARE.org and conducted by Frontline Research Group, surveyed over 1,100 adolescents aged 11 to 17 through both online and face-to-face interviews. The study provides a comprehensive look at the behavioural patterns, motivations, and perceptions that influence alcohol use among teenagers, particularly within the context of family dynamics, peer influence, and media consumption.
Despite high levels of awareness about the health and social risks of underage drinking, the findings show that many teens still turn to alcohol, influenced largely by peer pressure and drinking behaviours within their families. In the face-to-face interviews, 25% of teens reported regular alcohol use, more than double the rate seen in the online sample (12%).
Not Just Awareness—Teens Want Relevance and Connection
Mokebe Thulo, CEO of AWARE.org, says the data challenges traditional methods of alcohol harm reduction:
“It’s no longer enough to simply tell young people about the risks. They want connection, credibility, and content that reflects their reality. The days of one-size-fits-all campaigns are over.”
The research highlights that youth between 10 and 17 are not a homogenous group. Younger teens (under 14) benefit more from preventative messaging that focuses on shaping attitudes early, while older teens (15-17) respond better to practical, future-oriented content.
Key Findings: A Roadmap for Smarter Engagement
Among the most notable insights from the study:
- Media channels matter: Schools are the most trusted sources for younger teens, while older teens are more influenced by TV and social media, particularly platforms with influencer-driven content.
- Peer-led and emotionally resonant content is key: Real-life stories, relatable influencers, and peer engagement drive stronger retention and behavioural shifts. AWARE.org’s integration of messaging into SABC’s Skeem Saam was cited as a successful example.
- Recreation is prevention: Sports and structured extracurriculars emerged as powerful tools. These activities offer positive alternatives and mentorship, especially effective for teens who currently abstain from alcohol.
- Tailored messages by gender: Girls responded more to content around social confidence and belonging, while boys were more motivated by future aspirations and the consequences of rule-breaking.
- Structured guidance is crucial: Younger teens remain receptive to learning, but older teens prefer content that equips them with real-life decision-making skills.
From Research to Action
The findings support the evolution of AWARE.org’s flagship campaign, #NOtoUnder18, which is rolled out in schools and communities through implementing partners and amplified via mass and digital media platforms.
Thulo says the research doesn’t just inform AWARE.org’s own strategy, it offers a blueprint for other stakeholders:
“This data moves us from assumption to action. Whether you’re a parent, educator, policymaker, or content creator, the message is clear: youth need to be part of the solution, not treated as passive recipients.”
Looking Ahead: Youth at the Centre of Change
As AWARE.org continues to unpack the findings and engage with stakeholders through ongoing webinars and forums, one thing is clear: South Africa’s youth are ready to be heard. They’re not just the focus of intervention—they’re contributors to a future defined by healthier choices and informed decision-making.
About AWARE.org
AWARE.org promotes the responsible use of alcohol through evidence-based harm-reduction programmes. Their focus areas include underage drinking, drinking during pregnancy, and road safety. The organisation works with partners in education, media, and communities to create lasting impact.
