South African Breweries (SAB) recently launched a national audio series that is set to drive behaviour change in local communities. The audio series will create awareness on responsible consumption of alcohol.
The drama is aptly named Zikhethele – Isinqumo Ngesakho, loosely translated as “make a decision – the choice is yours”. It is a five-part drama that illustrates how making the right choices and being a good influence on others is the responsible thing to do. The concept of a drama is to immerse South Africans in a story that is true to life and relatable in order for the nation to realise the power of choice, when it comes to responsibility.
Sphe Vundla, Corporate Brand Director at SAB says “Storytelling is a powerful mechanism in which to create awareness on many societal issues. It is for this reason that SAB launched this initiative to really drive home the message of responsibility as told by South African actors in a truly South African way.”
The audio series is available on radio and digital platforms from 20 April 2023 and starts with a tale of two people enjoying a few drinks while celebrating their anniversary. Talented actors, Fezile Makhanya (playing the part of Siya) and industry veteran actress, Gcina Mkhize (playing the part of Thato) are unaware that a destructive and negative influence is about to enter the scene. It is then that our main character faces a potentially ominous decision.
“What makes this drama unique is that we are asking the audience to be a part of the script. At the end of each episode we ask them to vote in order to influence the decisions of the characters and the direction of the storyline. This makes for a very interactive drama as our audience is a big part of how the storyline unfolds as our characters navigate their choices about responsible drinking. The idea behind this tactic, is that our audience gets to stop, think, and hopefully make better decisions on behalf of the character, and in turn, in their own lives too.
The vision behind the drama originates from the SAB Sharp programme which champions responsibility.
Vundla concludes, “In all that we do, we are committed to showing up in ways that champion responsibility and uplift our communities, and our country.”
Catch weekly episodes of Zikhethele – Isinqumo Ngesakho from 20 April – 18 May 2023 on all audio streaming platforms every Thursday at 16:45. To listen on Spotify click here or on Apple podcast click here
Listeners can vote on what happens next on Twitter and Facebook, and by dialling *120*6461#
You can also pledge your commitment to responsible consumption by signing the SAB Sharp Charter here