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This International Women’s Month, AWARE.org proudly recognises the remarkable women accelerating action in alcohol harm reduction—women who are not only tackling the challenges of irresponsible alcohol consumption but also reshaping communities, inspiring future generations, and advocating for a healthier, safer society.
International Women’s Month is a global celebration of the social, economic, cultural, and political achievements of women. It is also a call to action for gender equality. Across South Africa, women are driving change in alcohol harm reduction, proving that leadership, resilience, and empathy can create meaningful impact.
Mokebe Thulo, CEO of AWARE.org, emphasises the unique role of women in this space: “Women are uniquely positioned to lead the change in alcohol harm reduction. Their immersion in communities and the ability to mobilise individuals and entities make them powerful agents of change. Whether in corporate boardrooms, community programmes, or grassroots advocacy, their impact is undeniable.”
A key challenge in alcohol harm reduction is the normalisation of irresponsible or excessive drinking, particularly among young people. Women across industries are actively working to shift this culture.
Amy Mudzamiri, Sustainability Manager for Diageo Southern Africa and Indian Ocean, has witnessed the impact of early intervention through the SMASHED programme. “We’ve reached over 150,000 schoolchildren in nearly 400 schools across six provinces, particularly in communities where underage drinking is rampant. The campaign uses interactive theatre and educational workshops to raise awareness about the dangers of underage drinking. Seeing the tangible change in attitudes and behaviours among young people has been immensely rewarding.”
This work highlights the critical role of education in shifting perceptions around alcohol use, equipping young people with the knowledge and confidence to make informed choices.
Lana Rolfe, CEO of the School of Hard Knocks – an implementation partner of Aware.org, shares how education can create generational change: “One of our most impactful moments came from a young participant in our programme who, after attending our sessions, convinced her mother to seek help for alcohol dependence. Seeing a teenager empowered with knowledge and courage to influence a parent for the better reminded us of the ripple effect that education can have.”
Tackling alcohol harm reduction requires a whole-of-society approach—where government, businesses, civil society organisations, and individuals all work together to create lasting change.
Charlene Louw, CEO of the Beer Association of South Africa (BASA), understands the power of industry-led advocacy in promoting responsible drinking: “Leading an organisation that represents the largest players in the beer manufacturing industry in South Africa is a significant success for me. Through BASA, I have the opportunity to lobby and advocate for an industry that contributes billions to the economy and provides employment for over 200,000 people—while ensuring we promote responsible consumption and safety.”
Wanda Augustyn, Head of Brand and Communications at South Africa Wine, highlights the role of personal responsibility: “A drink is just a drink until it is in your hand. Be an example. Treat wine [alcohol] respectfully, in context, and as part of a balanced lifestyle.”
Samantha Pennells-Ingle, life coach, trainer, and mentor at another Aware.org implementation partner organisation, Altus Sport, , speaks to the long-term vision of alcohol harm reduction: “I want my legacy to be one of transformation—not just for individuals but for entire communities. I want to shift the way we think about alcohol harm reduction, from being just a set of warnings and restrictions to an ongoing journey of empowerment, healing, and second chances. “As we celebrate International Women’s Month, AWARE.org calls on all sectors of society to support and amplify the work of women driving change in alcohol harm families, shaping policies, and transforming lives
“Alcohol harm reduction is not the responsibility of any single sector – it is a collective effort. By working together across industries, communities, and households, we can create a culture where responsible choices are the norm, and where support is available for those who need it. Together, we can build a future where alcohol harm is significantly reduced, and healthier lifestyles are within everyone’s reach,” concludes Thulo.
Together, we can build a culture of responsible alcohol consumption, prevent harm before it starts, and ensure a safer, healthier society for future generations.