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How Gaming Reached Gen Alpha About Underage Drinking: Behind the Roblox Campaigns of Aware.org

South Africa's youth face an underage drinking crisis driven by family role modeling, peer pressure, and apathy about their futures. Traditional awareness campaigns aren't working. Gen Alpha and Gen Z want to be co-creators, not passive listeners, even when the message could save their lives. In a recent conversation, Mokebe Thulo, CEO of Aware.org, and our Creative Director at Sea Monster, Jade Duckett revealed how they tackled this problem by meeting young people on Roblox. Their insights on data-driven iteration, consequence-free exploration, and building intergenerational conversations challenge what you might think you know about social impact messaging.

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Thought Leadership

Gamification in Education | The Most Useful Educational Innovation in Ages

The definition of gamification is the use of game-design elements and principals in non-gaming contexts to make learning fun. For example, an 'in-game' principal such as acquiring currency would be adapted for use in another part of a curriculum or outside the bounds of gaming, to provide an engaging experience. Gamification can be defined as a set process that solve problems with characteristics provided by a game.

Thought Leadership

Gamifying HIV & AIDS Awareness

HIV still poses a threat, but many young people no longer see it as an immediate risk. To shift this mindset, we need to meet them where they are, through play. Serious games allow us to tackle tough topics in a way that feels relevant and engaging. By making HIV awareness part of a game, we spark conversation and create lasting impact in an effective way.

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