Mokebe Thulo, who previously served as Aware.org’s head of brand, has more than 10 years’ experience in strategic brand management, advertising and marketing. With a focus on deepening community engagement and leveraging technology, she’s poised to make her mark on the South African alcohol industry as the new CEO.
Mokebe Thulo, new CEO of Aware.org
What inspired you to take on the CEO role at Aware.org?
I was inspired to take on the role of CEO at Aware.org because of the critical work the organisation is already doing to address alcohol-related harm in South Africa. Aware.org has laid a solid foundation with impactful programmes such as #NoToU18, focusing on the harms caused by underage drinking, drunk driving and alcohol consumption during pregnancy. My vision is to build on this strong foundation by deepening our community engagement, enhancing educational outreach and leveraging data-driven strategies. I believe that by expanding our reach and fostering collaboration with stakeholders, we can make a lasting impact on the health and well-being of South Africans.
Aware.org has made significant strides in reducing alcohol-related harm through programmes that address key issues such as underage drinking and alcohol consumption during pregnancy. I aim to expand these efforts by introducing new initiatives informed by research and tailored to the unique needs of various communities. We’ll also enhance our educational outreach and deepen stakeholder engagement, ensuring our interventions remain relevant and effective.
What are the key challenges the alcohol industry faces today and how do you see Aware.org addressing these?
The alcohol industry is navigating regulatory pressures, shifting consumer behaviours and the ongoing challenge of reducing alcohol abuse. Aware.org is well positioned to tackle these challenges by promoting responsible drinking habits and supporting evidence-based policy development. Through our collaborative efforts with industry stakeholders and government bodies, we aim to strike a balance between encouraging responsible alcohol consumption and protecting vulnerable groups.
How will you create effective education and awareness campaigns about responsible alcohol consumption?
My experience in strategic brand management has taught me the power of storytelling and data-driven insights to create impactful campaigns. We’ll use targeted messaging and innovative formats to engage diverse audiences in meaningful conversations about responsible drinking. Our campaigns will be research-based, culturally sensitive and tailored to specific demographics. By leveraging digital platforms, social media and community outreach, we aim to create a comprehensive and accessible approach to education.
What is the role of technology and innovation in addressing issues related to alcohol abuse, particularly among younger generations?
Technology and innovation are key to engaging younger generations who are increasingly digital first. We can use data analytics to understand consumption patterns, target high-risk groups and measure the effectiveness of our campaigns. Platforms such as social media, mobile apps and even gaming environments, such as our initiative on Roblox, offer exciting opportunities to educate young people in a format they connect with. We’re also exploring virtual reality tools to simulate the effects of alcohol abuse, which can significantly impact behaviour change.
What are your long-term goals for Aware.org and how do you hope to measure its success?
My long-term goal is to measurably reduce alcohol-related harm across South Africa while fostering a culture of responsible drinking. Success will be measured through tangible outcomes such as decreased rates of underage drinking and improved road safety statistics. We’ll use data to track our progress, refine our strategies, and remain accountable to our stakeholders. By focusing on these areas, I’m confident we can make significant strides to promote healthier communities and have a lasting impact.
Read the full interview with Mokebe Thulo in WineLand‘s November 2024 issue
