How Mokebe Thulo is redefining youth engagement at Aware.org

When you meet Mokebe Thulo, CEO of Aware.org, it’s clear she’s not a typical executive. Her energy feels more like that of a creative director than a corporate head, and that’s exactly what makes her leadership so effective in connecting with South Africa’s youth. Aware.org has long been known for its work promoting responsible alcohol use, but under Thulo’s leadership, the organisation has transformed how it speaks to young people. No longer confined to posters or TV ads, Aware.org is meeting youth where they already are online, on social platforms, and even in virtual worlds.

“We work on what appeals to the youth,” Thulo explains. “ Take our TikTok trend Makers of tomorrow, where youth interview youth about their thoughts and knowledge of what happens when you consume alcohol. We also have our Roblox video game that’s been doing well, which teaches about resources and information in a fun, interactive way.” Thulo’s approach is rooted in one simple insight: young people trust their peers. By creating relatable, peer-led content, she ensures the message about responsible choices doesn’t feel like a lecture; it feels like a conversation. But when asked whether digital outreach is more effective than in-person engagement, Thulo’s response shows her balance between innovation and realism.

“The in-person work is more engaging and yields more results,” she says thoughtfully. “The only challenge is how expensive it is on our resources. With digital platforms, we get to reach everywhere without worrying about that. We can engage nationally even where we can’t be in person.” Still, she acknowledges that not all young people have equal access to digital tools. “There are rural areas where youth don’t have internet access,” she notes. “So the balance between in-person and digital is needed. Substance abuse isn’t just an issue for disadvantaged communities, it affects privileged ones too. That’s why our programmes also highlight things like sobriety during pregnancy.” Her brand management background shapes Aware.org’s creative strategy. She describes her team’s process as one driven by listening rather than assuming.

“We don’t go off by saying , ‘Yeah this is what young people want’. We pay attention. We have our ears on the ground to produce content they actually find engaging, that’s why our Makers of Tomorrow works.”

Throughout the conversation, Thulo’s tone remains empathetic especially when discussing how young people can cope if they’re surrounded by substance abuse. Her advice is firm yet compassionate. “Inform yourself,” she urges. “We live in a digital age, and most youths are privileged to have those resources available. And if you’re struggling like Sihle in the video we watched, talk to someone, a teacher, a neighbour, any adult who can advise you correctly. Too often, youth seek advice from their peers. It's the blind leading the blind because they’re also figuring it out.”

In a country where alcohol misuse among young people remains a deep social challenge, Mokebe Thulo is showing that meaningful change doesn’t have to look like a campaign, it can look like a conversation, a video, or even a game. Through both digital and real-world engagement, she’s proving that when it comes to youth empowerment, connection is the most powerful tool of all.