South African Breweries Is Showing Us Why We Need Mentors More Than Ever!
SAB hopes to inspire a movement of change with the mentors across the country pledging to accept responsibility for educating a younger friend or relative about choices and their consequences.
In South Africa one in two teenagers use alcohol.
The South African Breweries (SAB) 18+ “Be the Mentor” campaign is aimed at recruiting mentors between the ages of 24 to 35 to help their younger siblings and friends not make the same mistakes as they once did.
SAB hopes to inspire a movement of change with the mentors across the country pledging to accept responsibility for educating a younger friend or relative about choices and their consequences. SAB is calling on young adults to ‘Be the mentor you wish you’d had’.
Monwabisi Fandeso, SAB’s Executive Director Corporate Affairs and Transformation, said statistics indicated that one out of every two teenagers in the average South African home has used alcohol.
“With both long and short-term harmful consequences resulting from underage drinking, we view this as unacceptable. SAB has therefore been committed to addressing this problem for a number of years already and this new 18+ campaign is our latest bold step towards combatting underage drinking.”
One hundred and fifty South Africans from Johannesburg, Durban and Cape Town aged between 23 and 30 years old have been appointed to champion the cause and rally other South Africans to rise to the challenge of being a mentor.
Rather than being celebrities, the chosen champions are ordinary men and women working in diverse fields from political science, finance, entertainment, HR and advertising. These young adults will share their stories of the mistakes they made in their teenage years and the advice they are now be able to share with their younger mentees.
The 18+ “Be the Mentor” campaign which broke with an impactful TV commercial last year, have just released their new hard hitting and thought provoking video which gives even more insight to show fellow South Africans why we desperately need more mentors.
While casting for our television commercial where teenagers had to pretend to be drunk, we noticed that teenagers where a lot better in their performances than we would have thought.
And the possible reason for this could have been from their own experiences.
Watch how auditions for a TV commercial reveal just how much teens know about being drunk: https://www.youtube.com/watch?v=yFSz1e_bJ74
Original article written by Brent Lindeque. Click here to view it.