THIS VALENTINE’S DAY, AWARE.ORG ENCOURAGES PARENTS TO PROTECT YOUTH FROM ALCOHOL HARM
As South Africans celebrate love and connection this Valentine’s Day, AWARE.org is shifting the focus beyond romance to highlight the vital role of family support in shaping young people’s choices. With growing concerns around underage drinking, peer pressure and often harsh lived realities, the organisation is calling on parents and caregivers to play an active role in fostering open, trusting relationships with their children.
“Young people today are navigating a complex world influenced by social media, peer pressure, and too easy access to alcohol,” says Mokebe Thulo, CEO of AWARE.org. “While we continue to work with and empower youth to make responsible choices, we also recognise the critical role of parents and caregivers in providing guidance, support, and a safe space for open conversations.”
AWARE.org’s schools- and community-based engagement and interactions with young people have revealed that alcohol consumption is widely normalised in households, with many parents not restricting their own drinking around their children. Unless it is addressed, this picture may contribute to the perception that alcohol use is generally socially acceptable, leading to worrying trends of underage drinking. Disturbingly, children as young as 11 years old are engaging in alcohol consumption, with treatment centres admitting young people aged 11 to 17, the majority being 16-year-olds.
This highlights the urgent need for increased alcohol education in schools and households to prevent early alcohol use and its associated risks.
“Through our partnership with SANCA, in 2024 we enrolled 106 pupils in an intervention programme, with almost 100 under 18s successfully completing the course. We saw measurable improvements in adolescents’ attitudes towards life and substance use,” says Thulo. “This proves that with the right intervention, attention, and care, children can overcome some of the challenges and develop into more responsible members of society. This is why a whole-family approach is essential in addition to the whole-of-society strategy AWARE.org advocates for.”
Family engagement in prevention efforts is crucial. Insights from AWARE.org’s programmes indicate that many young people express a desire for stronger parent-child relationships, yet families often struggle to initiate crucial intergenerational conversations about alcohol and risky behaviours. Research suggests that early exposure to drinking within the home can create undesirable attitudes towards alcohol and increase the likelihood of underage drinking.
According to the South African National Council on Alcoholism and Drug Dependence (SANCA), parental involvement is one of the most effective ways to prevent substance abuse. “Creating a home environment where children feel supported and understood can significantly reduce their likelihood of engaging in harmful behaviours,” says Adrie Vermeulen, National Coordinator at SANCA. “Prevention starts with open communication and positive role modelling.”
While AWARE.org remains committed to education and awareness, practical family-based intervention strategies are the foundation. Beyond equipping young people with tools to resist underage drinking, parents also need resources to identify early warning signs and foster meaningful discussions at home.
This provides an enabling start for AWARE.org’s whole-of-society zero-tolerance approach to under-18s consuming alcohol . By working together—parents, educators, communities, and industry stakeholders—we can create an environment where young people are enabled to make informed, responsible choices.
This Valentine’s Day, AWARE.org invites parents to take the opportunity to reconnect with their children, engage in meaningful conversations, and find positive ways to spend time together.
“Love and giving care is about being present and involved,” concludes Thulo. “By taking an active role in their children’s lives, parents can build strong foundations for healthy decision-making. This Valentine’s Day, let’s show love not just through gifts like chocolates or balloons, but also by how we guide and protect our youth.”