How a Youth-Led Programme Is Changing Underage Drinking in the Eastern Cape

One of the main reasons students fail or underperform in their final exams is alcohol use and abuse, often starting at far younger ages than many adults realise. In communities where drinking is normalised early, the impact on learning, decision-making, and long-term outcomes can be devastating. Against this backdrop, a youth-led programme in the Eastern Cape is showing that meaningful intervention, when driven by young people themselves, can deliver real results.

More than 30,000 learners in the Eastern Cape have pledged to stay away from alcohol after taking part in a groundbreaking initiative that places young people at the centre of conversations about underage drinking.

The #NOToU18 Peer-to-Peer Programme, implemented across 40 schools in the province’s two largest municipalities, Nelson Mandela Bay Metropolitan and Buffalo City Metropolitan, achieved an 84% commitment rate from participants who pledged to abstain from or reduce alcohol consumption while underage. The outcome highlights the effectiveness of youth-led approaches in addressing one of South Africa’s most persistent social challenges.

Launched by AWARE.org in partnership with the Eastern Cape Liquor Board and United Through Sport, the programme empowers learners as drivers of behavioural change. Student leaders are trained to deliver structured, peer-driven campaigns within their schools and communities, creating space for honest conversations that resonate with young people’s lived realities.

The initiative forms part of AWARE.org’s broader prevention strategy, built on three core pillars: preventing underage drinking through #NOToU18, reducing alcohol-related road incidents via the Don’t Drink and Drive campaign, and supporting sober pregnancies to reduce Fetal Alcohol Spectrum Disorders.

“We believe lasting change comes from young people speaking to each other in their own voices, rather than relying solely on adult-led messaging,” said Mokebe Thulo, CEO of AWARE.org. “Through this programme, we identify youth leaders who understand what is happening on the ground. They are part of the culture in their communities and are active agents of positive change.”

During its pilot year, the programme conducted 80 school visits and hosted a further 40 end-of-year closure events across the province. Student ambassadors delivered 280 interactive sessions exploring the effects of alcohol on physical health, emotional wellbeing, brain development, and long-term personal goals.

Underage drinking remains a significant challenge in the Eastern Cape, particularly during high-risk periods such as pens-down celebrations and informal social gatherings. These environments often expose learners to intense peer pressure. A recent viral TikTok video, showing children aged between six and twelve appearing to consume alcohol on Christmas Day in the presence of adults, underscored the urgency of intervention. The peer-to-peer model responds by equipping young people with knowledge, resilience, and leadership skills to make healthier choices and positively influence their peers.

Eighteen-year-old learner Amahle Ngqungwana reflected on the realities faced by many students. “At school, drinking is often driven by peer pressure and the need to fit in, even when it breaks the rules. What young people really need isn’t more lectures, but honest guidance about how alcohol can slowly damage your future. Post-exams are exciting, but your goals don’t end there. With no sacrifice, there’s no victory.”

Lungisa High School, one of the participating schools, illustrates the programme’s tangible impact. Operating in an environment affected by crime, gangsterism, and substance abuse, the school has seen learners gain the tools and support needed to break destructive cycles and make safer, more positive decisions.

The collaboration between AWARE.org, the Eastern Cape Liquor Board, and United Through Sport has been central to the programme’s success.

“We have seen a significant decrease in pens-down cases,” said Dr Mgwebi Msiya, spokesperson for the Eastern Cape Liquor Board. “Our ambassadors report suspected incidents, and last year we recorded very few cases.”

United Through Sport programme co-ordinator Ayabulela Mtati added that rigorous monitoring and evaluation played a key role. “We track real impact, and these results show what young ambassadors can achieve when they are equipped to lead change in their communities.”

Following the success of the pilot phase, AWARE.org plans to expand the programme into other provinces, working with government, civil society, and industry partners to reduce harmful alcohol use among young people. The #NOToU18 Peer-to-Peer Programme demonstrates that when youth are empowered to lead, they become powerful advocates for safer, healthier communities.