What is Aware.org and what does it do?
Aware.org (the Association for Alcohol Responsibility and Education) is dedicated to promoting responsible alcohol consumption and reducing alcohol-related harm. It works with government, industry stakeholders and communities to implement awareness campaigns, educational programmes and interventions that address alcohol-related issues.
Why is it important to empower our young people?
The youth are the architects of our future. If we fail to equip them with the right skills, knowledge and opportunities, we risk neglecting the foundation of a more progressive, responsible and resilient society. True empowerment means creating pathways for our youth, fostering critical thinking and enabling them to meaningfully participate in the economy and their social spaces, while instilling a deep sense of accountability.
How did you end up doing this work?
My journey has always been rooted in purpose. I’ve spent my career at the intersection of social impact, communications and leadership, always drawn to work that creates meaningful change. Before stepping into my role as CEO of Aware.org, I was involved in brand and reputation strategy, ensuring that organisations had a voice and influence in spaces that matter.
My time at Youth Employment Service between 2019 and 2023 was pivotal — it cemented my passion for large-scale impact work. When the opportunity arose at Aware.org, it felt like a natural progression. I saw a chance to influence not just policy and corporate responsibility, but to lead a movement that affects communities and individuals.
What advice do you have for young people in terms of their careers?
Own your space, trust your instincts and never dim your light to make others comfortable. Intentionally build networks, seek mentorship, never stop learning and remain forever curious. Most importantly, remember that challenges represent opportunities — see them, take them.
What do you look for when recruiting for Aware.org?
At Aware.org, we are building a movement, not just an organisation — so we look for people who bring more than just skills; we want passion, resilience and a drive for impact. First, we seek individuals who understand and align with our purpose: reducing alcohol harm in South Africa through education and community engagement.
Beyond technical expertise, I look for adaptability, agility and problem-solving skills — people who thrive in dynamic environments and are willing to roll up their sleeves. Collaboration is also key, so our team must be able to engage and lead with confidence. And finally, a sense of ownership — individuals who don’t wait for change but actively work to create it.
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