As South Africa prepares for the Easter holidays — a time traditionally wrapped in warmth, family gatherings and shared meals — a powerful call is rising above the celebrations. It is not loud, but it is urgent. Not dramatic, but deeply necessary.
At its core is a simple plea: protect the children.
Two national campaigns, Hold My Hand and Rethink Your Drink, are urging South Africans to pause, reflect and make safer choices this Easter — choices that could mean the difference between joy and tragedy for the country’s most vulnerable.
A Season of Joy — Shadowed by Risk
Easter, for many, is a sacred pause. A moment to reconnect with loved ones, to travel home, to gather around tables filled with laughter and tradition. But beneath this sense of unity lies a troubling reality.
It is also one of the most dangerous times of the year.
Alcohol-related harm, road traffic incidents and water-related accidents spike sharply during holiday periods. And in a country where approximately 43% of alcohol consumers engage in binge drinking, the ripple effects extend far beyond individual choices — often landing hardest on children.
For them, the consequences are not abstract. They are lived.
The Weight of a National Responsibility
“Every day, 3,000 children are born in South Africa,” says Mesuli Kama. “Their future depends on the safety and stability we provide.”
It is a statement that reframes the conversation entirely.
This is not just about personal responsibility. It is about collective accountability.
The National Strategy to Accelerate Action for Children (NSAAC), approved by Cabinet, places child protection at the centre of national priorities — safeguarding young people from abuse, injury, violence and harmful substances.
But policy alone cannot change outcomes.
People do.
When ‘The Vibe’ Becomes the Risk
In many South African households, alcohol is woven into celebration. It is part of the atmosphere — the braai, the music, the long weekend energy. But what is often overlooked is how quickly “the vibe” can become a source of harm.
According to Kashifa Ancer, the effects run deeper than most realise:
“Alcohol is often seen as ‘part of the vibe’ during holidays, but for many children, heavy drinking by adults leads to neglect, trauma, and direct physical harm.”
It is a sobering truth.
Behind closed doors, excessive drinking can disrupt the very environments children rely on for safety. It can mean less supervision, slower reactions, poor decisions — and in the worst cases, irreversible consequences.
The Hidden Toll of Alcohol Harm
The impact of alcohol misuse is not limited to moments. It is systemic.
Through its work, DG Murray Trust highlights how alcohol-related harm contributes significantly to South Africa’s burden of disease — spanning infectious illnesses, non-communicable conditions and injuries.
But perhaps most concerning is the “alcohol harms paradox” — where the greatest impact is often felt in low socio-economic communities, compounding existing vulnerabilities.
For children growing up in these environments, the risks are not occasional. They are constant.
Small Choices, Life-Changing Consequences
What makes this campaign powerful is not just its warning — but its clarity.
It does not demand perfection. It calls for awareness.
It asks South Africans to rethink simple, everyday decisions:
- Choosing not to drink when driving
- Ensuring every passenger wears a seatbelt
- Keeping a constant watch over children near water
- Understanding that no amount of alcohol is safe during pregnancy
- Being present — truly present — with children during the holidays
These are not grand gestures. But together, they form a shield.
A quiet, collective act of protection.
Reimagining Easter Through the Eyes of a Child
What does Easter look like to a child?
It is not about indulgence. It is about presence. Safety. Joy.
It is about being seen, heard and protected.
“By choosing sobriety or moderation, especially when driving or supervising children, you are actively holding a child’s hand and securing their future,” Ancer explains.
And perhaps that is the heart of this campaign.
Not restriction — but care.
Not fear — but responsibility.
Beyond the Holiday: A Call for Lasting Change
While the urgency of Easter brings this issue into focus, the work of both campaigns extends far beyond a single long weekend.
Structural change remains critical.
Proposed interventions — including restrictions on alcohol advertising, minimum unit pricing and tighter trading hours — aim to shift the broader environment that enables harmful consumption patterns.
Because protecting children is not a seasonal responsibility.
It is a societal one.
Holding the Future, One Decision at a Time
In the end, this is not just a campaign.
It is a reminder.
A reminder that every adult decision echoes into a child’s life. That safety is built in moments. That responsibility is shared.
And that sometimes, the most powerful thing we can do…
is simply choose differently.
This Easter, South Africa is being asked to do exactly that.
To rethink the drink.
To hold a hand.
To protect a future.
