Hold My Hand and Rethink Your Drink are calling on South Africans to avoid alcohol harm and keep children safe during the Easter holidays. Image: Supplied
Hold My Hand
1Min
South Africa
Easter is usually a time for families to come together. However, it is also a period when alcohol-related harm, road accidents, and water incidents increase. In South Africa, about 43% of people who drink alcohol binge drink, which often puts children at risk.
As South Africa prepares for the Easter holidays, Hold My Hand and Rethink Your Drink are urging the public to make safer choices to protect children.
In a joint statement on Wednesday, 1 April 2026 the two organisations called for the protection of South Africa’s youngest and most vulnerable members.
Hold My Hand, a national campaign dedicated to accelerating action for children and teenagers, and Rethink Your Drink, an alcohol harms reduction campaign, are calling on everyone to prioritise the safety and well-being of the nation's youngest and most vulnerable members.
Traditionally, the Easter period is a time for family and community connection. However, it is also a period where the risks of alcohol-related harms, road traffic incidents, and water-related accidents significantly increase. In South Africa, where approximately 43% of those who consume alcohol engage in binge drinking, the consequences often fall most heavily on children.
"Every day, 3,000 children are born in South Africa, and their future depends on the safety and stability we provide," said Mesuli Kama, network mobilisation lead at Hold My Hand.
"The National Strategy to Accelerate Action for Children (NSAAC) that was approved by Cabinet in December, explicitly prioritises protecting children from all forms of abuse, violence, injuries, and harmful substances. This Easter, we must move beyond individual choices and recognise our collective responsibility to create a safer environment for every child."
Rethink Your Drink, a campaign by the DG Murray Trust (DGMT), highlighted that heavy drinking was a systemic issue that disrupts the fabric of South African homes. Alcohol-attributable harm contributes to infectious diseases, non-communicable diseases, and injuries, ranking as a top contributor to the national burden of disease.
Campaign Manager at Rethink Your Drink Kashifa Ancer said "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.
"We are asking South Africans to rethink the norms that make excessive drinking acceptable. By choosing sobriety or moderation, especially when driving or supervising children, you are actively holding a child's hand and securing their future."
The campaigns shared simple safety tips for the Easter period:
Do not drink and drive. Make sure drivers are sober and everyone wears a seatbelt.
Always supervise children near water, especially where alcohol is involved.
Pregnant women should not consume alcohol.
Spend quality time with children in a safe environment.
These measures are essential to reduce the "alcohol harms paradox" that disproportionately affects families in low socio-economic areas.
