The Association for Alcohol Responsibility and Education or Aware-dot-Org in South Africa has launched a campaign which aims to address the scourge of underage drinking in the country. The campaign, underpinned by the message 'Underage drinking starts long before it begins. You can stop it' is built on the insight that many people's first exposure to alcohol is usually at a young age and is generally enabled by parents or other caregivers. Research shows that South Africans are the sixth-largest consumers of alcohol in the world, with children as young as ten-years-old already drinking. More from the Campaign ambassador and South African musician, Kabelo Mabalane.

That's Kabelo Mabalane, a South African musician and Ambassador of the Aware-dot-Org's underage drinking campaign talking to Elizabeth Lediga.