The South African Breweries (SAB) wrapped up its national radio drama series with an
industrial theatre activation under the sun of the South at Baragwanath taxi rank. The key message of the play was responsible drinking.
The industrial theatre was performed by Phiwokuhle Mazibuko and Sandile Makhoba and
the premise of the script was based on the audio drama series, aptly named Zikhethele –
Isinqumo Ngesakho, loosely translated as “Make a decision - The choice is yours”. The
series was structured to be interactive and included an innovative engagement technique
that encouraged the audience to vote at the end of each episode. In doing so the audience
vote would influence the decisions of the characters for the upcoming episode. This voting
mechanism shaped the storyline as the audience provided input to help the actors navigate
some tough choices about responsible drinking.
Speaking to Ledikwa Media, SAB’s Corporate Brand Director, Sphe Vundla, shared that the reason he came up with this project is to show and teach community members how alcohol abuse affects everyone around them, especially their families and children, he also mentioned that this was something they look forward to doing this activation nationally, running the local community streets educating people about the importance of drinking responsibly.
“We know that well-executed activations have the potential to generate engagement and education, so our aim was to amplify our message of responsible drinking and to land this key information in an entertaining way
"We saw this activation as a unique opportunity for us to engage with our
communities, and we used it to increase awareness around SAB Sharp and educate our
consumers. The recent Baragwanath taxi rank activation was one such example. However,
our eye is always on our goal to reduce drunk driving, which is a cornerstone of our SAB
Sharp programme,” he said.
Playing its part, SAB has invested in 10 Alcohol Evidence Centres (AEC) established around
the country. Seven of them are Johannesburg-based mobile AE and one of which is a brick and mortar centre in Soweto. It was handed over late last year with through a partnership with SAB and the Johannesburg Metro Police Department (JMPD). The AECs are equipped with state-of-the-art testing gear to test blood alcohol levels and accelerate the prosecution of offenders.
SAB’s goals for 2025 include a reduction in alcohol-related road incidents in hotspot areas; a
commitment to helping the authorities enforce regulations to deter drunk driving through
Alcohol Evidence Centers. To do so SAB is providing world-class infrastructure and
technology to process drunk driving arrests and enable faster testing turnaround times.
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