Our Purpose
We want to live in a South Africa where everyone can thrive, free from the harms of alcohol misuse.
That’s why Rethink Your Drink is working to:
Shift public awareness about how alcohol really affects our lives
Support behaviour change at an individual and community level
Advocate for stronger, people-first alcohol policy
Who We Are
Rethink Your Drink is a reimagined alcohol harms reduction campaign by DGMT to challenge the norms, policies and industry practices that promote and normalise heavy drinking. The campaign doesn’t oppose alcohol consumption entirely – it targets the conditions that make excessive drinking widespread, especially among young people and in under-resourced communities.
Our work is rooted in the World Health Organisation’s five ‘best buy’ strategies:
- Ban alcohol advertising (except at the point of sale, with protections to ensure it’s not visible to under-18s).
- Increase the price of alcohol through excise tax reform and a minimum price per unit of pure alcohol.
- Lower the legal blood alcohol limit for driving to 0.02g/100ml or less.
- Restrict the availability of alcohol by reducing outlet density, limiting trading hours, `and stopping sales of oversized containers.
- Expand access to treatment and counselling for alcohol dependence.
