A Call for Ubuntu Honouring Heritage through Responsible Alcohol Behaviour

The September Heritage Month offers an important moment to reflect on our shared history and the values that have brought South Africa to today.

This year’s theme, "Celebrating the Lives of Our Heroes and Heroines Who Laid Down Their Lives for Our Freedom", inspires AWARE.org to call on the nation to honour and recommit to the spirit of Ubuntu—our collective responsibility towards one another—by fostering a legacy of responsible alcohol consumption.

Through programmes focused on sober pregnancies, underage drinking prevention, and #DontDrinkandDrive road safety and responsibility, AWARE.org is leading the charge for responsible alcohol behaviour that contributes to building a healthier, safer South Africa for all of us.

Central to AWARE.org’s efforts is a whole-of-society approach, which drives collaboration with a broad range of stakeholders to deliver impactful, community-based solutions that benefit the lives of all South Africans.

These collaborations include partnerships with government entities like the Department of Social Development, local law enforcement, and major corporate alcohol industry entities. Together, these partnerships help drive a cultural shift towards responsible alcohol use, ensuring that vital messages about alcohol safety reach every corner of South Africa.

Throughout the year, AWARE.org has launched impactful campaigns in schools and communities, protecting youth from the dangers of underage drinking. By working closely with local law enforcement, such as the Johannesburg Metro Police Department (JMPD), and corporate partners, AWARE.org aims to reduce incidents of drinking and driving, especially during high-risk periods like the festive season.

For pregnant women, AWARE.org continues its unwavering commitment to promoting alcohol-free pregnancies. In collaboration with the Foundation for Alcohol-Related Research (FARR) and healthcare providers, the organisation addresses the dangers of Fetal Alcohol Spectrum Disorders (FASD) through education and community outreach. This initiative seeks to build healthier families and prevent the long-term impacts of alcohol exposure during pregnancy.

AWARE.org’s work is sustained through its strong partnerships with government, business, civil society, and individuals. This Heritage Month, the organisation calls on all South Africans to embrace the spirit of Ubuntu—to act with compassion, to care for one another, and to create a legacy of health and safety for generations to come.

Reflecting on the role of collective responsibility, Mokebe Thulo, CEO of AWARE.org, shared: "As we celebrate Heritage Month, we must continue to live by the spirit of Ubuntu—recognising that we are all connected and that the actions of one can influence the wellbeing of many. At AWARE.org, we believe that the legacy we leave for future generations depends on the steps we take today. Through our partnerships and programmes, we are committed to fostering a culture where responsible alcohol behaviour is the norm. Working together as one nation, we can build a safer, healthier South Africa."

In the true spirit of Ubuntu, AWARE.org encourages all South Africans to reflect on how we, both as individuals and as a collective, can contribute to creating healthier, safer communities. Whether educating our youth, supporting sober pregnancies, or standing against drunk driving, each small action contributes to a broader effort to build a safer environment for all.

This Heritage Month, as we celebrate the legacies of our past, let us honour them by safeguarding and nurturing our nation's future. In doing so, we leave behind a legacy of responsible, healthy living for generations to come.