Page last updated: October 19, 2017
Be the mentor campaign, South Africa South

African Breweries has created the 18+ Be The Mentor programme, enabling ordinary people to share their life lessons with young mentees who might otherwise be at risk from negative outside influences. The programme was recently refreshed in a campaign called “Be Part of the Change” (#BeTheMentor) and its primary focus is on helping under-18s say no to alcohol. Using this as a starting point, SAB also encourages the mentoring relationship to inspire young people to set goals and work towards them, helping them to realise their full potential. The initiative recognises that under-18s can sometimes find it difficult to ‘connect’ with older generations and to take advice from them on various issues including the harmful effects of underage drinking. To counter this, it aims to attract mentors who are only a little older then the mentees, but who have still earned respect for what they have achieved; are able to speak in a language that resonates; and can share life lessons that are still very fresh.
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