In a classic fork in the road tale we show how a brave choice, coming from the advice of a brave mentor, can have a much happier long-term outcome.
Based on the insight, “I’ve made some dumb mistakes I wish I hadn’t made”, the #BeTheMentor campaigns aim to inspire true mentorship from older siblings and peers. It encourages those in less authoritative and intimidating positions to drive responsible behaviour change. The commercial is the catalyst to a movement, “Be the mentor you wish you’d had”.
On this basis 150 carefully selected influencers will sow the digital seed to get young people to pledge to become mentors in the ultimate quest to limit underage drinking amongst South African youth.