Helping the less fortunate has always been a dream of Limpopo beauty spa owner, Faith Dowelani. That is one of the reasons why she decided to join The South African Breweries 18+ campaign. As one of the new Local Area Managers, Faith hopes to bring about a positive change in her community.

The 18+ campaign encourages young adults to ‘be the mentor you wish you had’ and to help teens make positive life choices, including staying away from alcohol.

In June 2017, SAB upweighted the 18+ pilot programme and the new approach uses past mentors as inspiration for new mentors.

The pilot campaign made use of approximately 200 mentors (young influencers) from Johannesburg, Durban and Cape Town, which has been increased to more than 500 volunteer mentors across five provinces – KwaZulu-Natal, Gauteng, Western Cape, Limpopo and the Free State. The revised campaign has the potential to reach at least 1000 teenagers.

SAB has also employed 10 Local Area Managers (LAMs) to help train and support these mentors and this is where Faith fits in.

The evolved campaign seeks to build on the successful impact of the pilot programme:

  • Being a mentor is about having a positive influence on a young person and helping guide them through the challenges presented by everyday life.
  • This could involve giving someone advice, talking about how to avoid peer pressure, sharing your own experiences and mistakes you wish you had not made and how you managed them, or getting them to understand why they should not drink before they are 18.

Faith says her older sister was her mentor and was there for her when she needed it the most.

“Mentorship is like a guardian angel. Someone who offers a helping hand, an ear to listen and a guiding voice to those who aspire to do and be better,” she said.

When Faith returned to Venda, she realised she wanted to be a mentor and make a positive difference in her community. “Being a mentor has made me a better person. I am less selfish now and I’m more considerate to others.”

She met her mentee while giving a talk at a girl’s forum, where she spoke about personal hygiene and beauty. Faith says her mentee has taught that no obstacle is too big to overcome. “My mentee lost her mom recently and she was stronger than I could ever be. She showed me she can pick up the pieces and make the best of her situation.”

Faith believes that youth all face the same challenges, such as alcohol abuse and peer pressure. “There is a lot of pressure to keep up with the ‘Jones’ and celebrities.”

She hopes that her mentee will grow to be a successful educated woman and makes her mark in her industry of choice.

Faith hopes that by providing fun and meaningful activities for the youth in her community, she will help steer them away from underage drinking and other social ills.

SAB believes everyone can be part of the change. The 18+ Be the Mentor campaign is about starting a movement which calls on everyone over the age of 18 in South Africa to take that first step and become a mentor – ‘Be Part of the Change’.

South Africans can be part of the campaign and make a difference to someone else’s life by pledging to be a mentor at www.bethementor.sab.co.za.

ENDS

www.sab.co.za

Issued by Corporate Image on behalf of the South African Breweries


NOTES TO EDITORS

About 18+ “be the mentor you wish you had”

In November 2015, SAB launched a new advertising campaign as part of the 18+ campaign, calling on young adults to ‘be the mentor you wish you had’.

Up to June 2017, the pilot programme had over 200 South Africans from Johannesburg, Durban and Cape Town aged between 23 and 30 years old that were appointed to champion the cause and rally other South Africans to rise to the challenge of being a mentor.

From June 2017, 18+ has been upweighted, increasing the reach and number of mentors and mentees active in the programme.

The chosen champions remain ordinary men and women working in diverse fields from political science, finance, entertainment, HR and advertising. These young adults share their stories of the mistakes they made in their teenage years and the advice they are now be able to share with their younger mentees.

Within the new campaign, Instant Grass Marketing has appointed more than 500 mentors and is overseeing their duties of rallying community engagement.

Instant Grass manages and represents communities of the most connected, informed and influential young people across the African continent. The company has sourced the mentors for the 18+ campaign.

The mentors are also active on their social networks, on and offline, sharing stories of how they have influenced their younger peers and siblings.