In a groundbreaking move to combat underage drinking, AWARE.org is bringing the fight to the digital playground with the launch of Roblox: Party in Your Pocket. With nearly half (49.2%) of South African high school students having consumed alcohol[1], this innovative, proudly South African game is reshaping how families and teens engage with this critical issue—turning uncomfortable conversations into a fun, relatable, and transformative experience.
Building on the success of its first version earlier this year, AWARE.org is elevating its efforts with an enhanced edition of Roblox: Party in Your Pocket. This innovative platform fuses education with entertainment, providing a safe and interactive environment for addressing the dangers of underage drinking, especially during the notorious “pens down” period after exams.
“Underage drinking is a significant challenge, and traditional methods alone are not enough to combat it. By meeting teenagers where they are—in the digital world—we aim to make an impact in a manner that is engaging and relatable,” says Mokebe Thulo, CEO of AWARE.org. “This game allows young players to virtually experience the effects of underage drinking in a safe environment, encouraging them to make informed decisions while empowering families to start necessary and meaningful, albeit uncomfortable, conversations about alcohol consumption.”
The game, designed in collaboration with Brand South Africa, is proudly South African, reflecting the values of innovation and resilience. “This partnership aims to lift the spirit of our nation by inspiring all South Africans to contribute to positive change, become involved and start doing – because a nation of people who care deeply for one another and the environment in which they live is good for everyone.
Kutullo Matloga from Brand South Africa. Roblox: Party in Your Pocket is not only a game but also a call to action for families, schools, and communities to rise together against underage drinking.”
Incorporating confidence-boosting messages such as Be Bold, Speak Up, Rise Up, the game is designed to immerse players in scenarios that highlight the consequences of underage drinking. By simulating these experiences, the virtual world acts as an impactful tool to encourage behavioural change.
More than just a game, Roblox: Party in Your Pocket is a family-oriented initiative, fostering interaction and dialogue between parents and teens in a fun, safe, and accessible format. It serves as a catalyst for empowering families to make informed decisions and to encourage young people to think critically about their choices.
AWARE.org continues to take an innovative approach to harm reduction, leveraging technology to create social impact. Together with Brand South Africa, the organisation is committed to creating safer communities by addressing one of the most pressing issues faced by South African youth today.
So grab the youth gamers in your life, and encourage them to join us in Roblox: Party in Your Pocket challenge. Together, we can save the day and build a brighter, sober future for all!
ends
About AWARE.org
AWARE.org is dedicated to promoting and supporting the responsible use of alcohol. Our programmes target specific areas of harmful alcohol use, including underage drinking, consuming alcohol during pregnancy, and road safety. Utilising recognised behaviour change approaches and informed interventions, AWARE.org, an initiative of the alcohol industry in South Africa, collaborates with organisations experienced in the prioritised areas of action.
About Brand SA
Brand South Africa is the official marketing agency of South Africa, with a mandate to build the country’s brand reputation, in order to improve its global competitiveness. Brand South Africa’s primary focus is to develop and implement proactive, coordinated marketing and communications reputation management strategies for South Africa. Our main objective is to market South Africa to both domestic and international audiences, positioning South Africa as a competitive investment destination, and inspiring and instilling active citizenship amongst South Africans.
[1] https://www.thedtic.gov.za/wp-content/uploads/Teens-and-alcohol-A-guide-for-parents.pdf