SMASHED initiative tackles underage drinking

Diageo South Africa launched the 2025 local chapter of the SMASHED initiative at Kwabhekilanga Secondary School in Alexandra on April 16 to combat underage drinking. The initiative educates children about underage drinking, using relatable scenarios delivered through live theatre performances at schools.

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The programme has reached more than 3.8 million young people across the globe. Additionally, by 2024, its online version had already engaged over 42 000 in six provinces in South Africa.

Corporate relations director at Diageo South Africa Sibani Mngadi said their commitment to the well-being of children extends to ensuring they are exposed to alcohol free environments, both within school grounds and in their surroundings. “We believe that empowering young people through education is paramount to enabling them to make responsible life choices. It is this conviction that has led Diageo to creating the Smashed programme.”

Diageo is committed to early and targeted intervention to curb the scourge of substance abuse among minors, especially given the grave implication of early exposure to alcohol, as thoroughly explained by the Johannesburg executive director of health, Dr Gadirobi Mothibi.

“Early exposure is not only illegal; it is also dangerous. Research has consistently showed that early initiation into alcohol use significantly increases the risk of developing alcohol dependence later in life. It’s also associated with impaired brain development,” Mothibi explained.
She cited a study by the South African Medical Research Council which found that over 30% of learners, between the ages of 8 and 11, are reported to have consumed alcohol, adding that this affects their academic performance, and exposes them to the risk of violence and accidents.

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The representative of the Johannesburg Central Education District, Gareth Griffin, hinted to the relationship between underage drinking and high teenage pregnancy rates. “South Africa has the highest teenage pregnancy rate in the world. How do children get pregnant? They drink.” This is indicative of risky sexual behaviour among teenagers, an act that he attributes to substance abuse.

Mothibi also acknowledged the role socioeconomic challenges play in exacerbating underage drinking. “In a township like Alexandra, when many of our young people face social and economic pressure, alcohol can falsely present itself as an escape. But we know it is a trap. It robs our children of their potential, and it weakens their resilience.” She added that, because of the grave impact of underage drinking, the work of SMASHED cannot be overstated.

Additionally, Mothibi lamented the accessibility and affordability of alcohol in townships. She says its use has become normalised, and this is part of the problem.

However, Gauteng Liquor Board representative Cleo Bodibe-Lushaba says all the stakeholders in the SMASHED initiative are changing the narrative. “Diageo, and other stakeholders, including the Gauteng Liquor Board, are changing the narrative of the future of every single child out there. We regulate the liquor trade industry. We need to make sure that the community around us, especially in townships, trade responsibly.”

Diageo also presented their streamlined services. “We are proud to present the Smashed Live and Online programme, which educates learners, aged 10–17, through live theatre performances, interactive workshops, and supportive teaching resources.”

Diageo SA says SMASHED represents a significant investment in preventative education, aiming to empower young South Africans with the knowledge and skills to make responsible choices concerning alcohol.

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