STRATEGY
EFFECTIVENESS (2025)
Makers of Tomorrow - Empowering Youth to Choose a Better Future - Aware
JPG
MP4
3m:53s
Merit Certificate
| Title: | Makers of Tomorrow - Empowering Youth to Choose a Better Future |
|---|---|
| Brand: | Aware |
| Product: | No to U18 drinking |
| Agency Name or Internal: | Wonder |
| Production Company: | TinToy |
| Brand Representative/Marketing Director: | Mokebe Thulo |
| Agency: | Wonder |
| ECD: | Gareth McPherson |
| Copywriter: | Jacques Massardo |
| Creative Director: | Gareth McPherson |
| Art Director: | Lebo Masekela |
| Strategist: | Muzi Mthombeni |
| Director: | Bean |
| Producer: | Nicky Scheepers |
| Business Unit Director: | Clementine Mojapelo |
| Production House: | TinToy / SABC / SeaMonster |
| Recording Studio: | TinToy / SABC / SeaMonster |
| Post Production: | TinToy / SABC / SeaMonster |
| Media Agency Partner: | SABC / Primedia / ROBLOX |
| Executive Summary: | In South Africa, one in three young people has consumed alcohol by the age of 13. Despite decades of awareness campaigns, underage drinking remains an entrenched cultural norm. The problem? The message wasn’t landing. To break through, Aware.org needed more than another awareness campaign, they needed a shift in how the issue was framed. The real opportunity wasn’t just in telling youth what not to do. It was in helping them see who they could become. Enter *Makers of Tomorrow* - a platform, not a lecture. Built on deep immersion into the lives, values, and media consumption of under-18s, it sought to spark a mindset shift: from passive adolescence to empowered choice-making. Our insight? Youth want action. Not rules. And they trust content and characters more than Public Service Announcements and advertising posters. With that in mind, we built a campaign that integrated seamlessly into their world, using entertainment, gaming, and peer expression as vessels for change. - We launched South Africa’s first purpose-driven Roblox game targeting under-18s, using house-party scenarios to reward smart choices. - We embedded our messaging into 24 episodes of Skeem Saam, watched by over 1.9 million people daily, making underage drinking a central storyline for the first time. - We crowdsourced youth perspectives via a TikTok video series, turning the campaign into a two-way movement, not a monologue. - We used outdoor murals and media coverage to ensure scale. The results: - 5 million+ Roblox plays - 10 million weekly Skeem Saam viewers exposed to our storyline - 12 million TikTok views - 25 million total reach across channels - 80% positive sentiment shift among our target group Makers of Tomorrow didn’t just drive awareness. It created a national conversation. And more importantly, it helped a generation feel seen, heard, and capable of shaping their own future. |
